Cheers Spring 2024 | Page 17

Top : Rosewood Miramar Beach in Montecito , CA , recently launched a collection of canned cocktails . Bottom : Death & Co . in late 2022 unveiled a line of RTD cocktails .
New York gastropub Due West began canning its cocktails at the start of the pandemic .
naco Cocktails , Cutwater and Cuervo Authentics , says store owner Todd Randall .
Jack Backman , owner and manager of Cheers Liquor Mart in Colorado Springs , CO , sees similar trends in his store , with Cutwater and Cuervo driving RTD sales .
The popularity of spirit-based RTDs could be linked to a desire for more potent potables . “ I think it ’ s a combination of wanting higher ABV , but consumers also want to see on the label that it says vodka or a liquor as opposed to not having it on there ,” says Frugal MacDoogal ’ s Sonnenberg . “ They realize that if the drink has a liquor in it , it will automatically have higher proof , so they prefer to drink a spirit .”
Randall has also noticed a desire for higher-ABV RTDs . “ When Cuervo Authentics came out with a double strength Margarita , it was selling better than the regular strength ,” he notes . “ Customers prefer more proof , so I definitely think that the increase in ABV is something people are looking at .”
Alongside higher ABV , Backman suggests that consumers seek a certain “ flavor or mixture ” and lean towards the bigger , more recognizable brands . “ The 30 Proof Salvador ’ s , as well as the double strength and Cuervo Golden ’ s are better sellers ,” he says .
As customers get to know brands and determine what they like flavor-wise , IWSR research found that they are more likely to purchase RTDs in larger bottles , while hard seltzer users show a relatively higher preference for multipacks . Overall , the vast majority of consumers prefer single-serve sizes , whether purchased separately or in multipacks , IWSR says .
THE ON-PREMISE ANGLE
Consumers also order RTDs at a variety of on-premise venues . According to CGA by NIQ ’ s 2023 U . S . Channel Strategy Report , consumers who typically order RTDs do so most often when visiting experiential bars ( 24 %) and airport bars ( 22 %), making these venues a crucial focus for brands and suppliers looking to capitalize on the category .
A portion of RTD drinkers already know what they plan to order at the bar before they visit , according to the report . This underlines the importance of building loyalty with customers outside of on-premise channels , and conducting due diligence with marketing .
Some bars have even created their own branded canned cocktails . For instance , Death & Co ., with locations in New www . cheersonline . com Spring 2024 • Cheers 17