Spirits
Rising Star
( 92 %) and off-premise ( 109 %),” says Manger . The brand found “ strength in the on-premise as the chocolate liqueur of choice for milk chocolate , white chocolate and dark chocolate Martinis . We are launching Mozart Coconut Chocolate Liqueur this summer , [ after ] big gains with Mozart Pumpkin Spice during September .”
Finally , one of the more eye-raising launches in the last year was Jameson Orange , from the Irish whiskey Established Growth Brand .
“ Jameson Orange , Jameson ’ s foray into the $ 1 billion-and-growing flavored whiskey subcategory , became America ’ s top-selling non-RTD spirit innovation in the U . S . last year , according to NielsenIQ and the National Alcohol Beverage Control Association ,” says Johan Radojewski , vice president of marketing at Pernod Ricard USA .
“ Designed to appeal to both existing fans of our brand and consumers new to the whiskey category , Jameson Orange helped expand the brand to new drinking occasions and audiences , and drove overall growth for the portfolio .”
READY TO DRINK
The category that grew the most during the pandemic was ready to drink beverages . Trapped at home , consumers reached for something convenient and easy , and high in quality . Moreover , canned RTDs fit naturally into social and recreational experiences that became more outdoors and on-the-go .
“ Last year , we introduced the two ready-to-drink Margarita and Paloma offerings to tap into the at-home entertaining occasion , where all you have to do is add ice and enjoy ,” says Needham of Tequila Cazadores . “ This comes in addition to our portfolio of tequila-based ready to drink canned cocktails that launched in 2021 .”
With the explosion in RTD SKUs , standing out in the category has become harder .
“ We are really fortunate to have great packaging ; when we hang out in stores to watch consumer behavior , we see that they are immediately drawn to the shaker-shaped bottle and its beautiful design elements ,” says Chao of Coppa Cocktails .
Fast Track
Rising Star
“ In addition to the shaker having great eye-appeal , it clearly signals that there is a cocktail ready to go inside ; then , the simplicity of the instructions on the package — ‘ Just Add Ice ’ — is a compelling draw to trial .”
Spiking popularity in RTDs has given rise to a wide variety of styles , including spirits-based , wine-based , and flavored malt beverages .
“ In April 2023 , el Jimador in partnership with Pabst Brewing Company will introduce an el Jimador FMB in select markets ,” says Ostos of Brown-Forman . “ El Jimador FMB will launch regionally in a 12-pack variety pack containing four flavors : Lime Margarita , Grapefruit Paloma , Pina Coconut Margarita , and Orange Sunrise .”
When it comes to wine RTDs , a clear leader is BuzzBallz , which attracts a lot of attention as a grab-and-go item .
“ Our wine-based BuzzBallz Chillers are top-selling items for us , especially in convenience ,” Bouldin says . “ We have five of those flavors ranked within the top 25 wine items in the U . S ., according to U . S . Convenience Nielsen data from 2022 , including the number one and two spots held by our Choco Chiller and Lime ‘ Rita , respectively . The Choco Chiller is the # 1 top-selling RTD in convenience as well .”
All manners of brands and producers found their ways into this space in the last 12 months .
“ With whiskey holding the position as the fastest-growing RTD spirit base by + 347 % in 2022 — including a strong demand for whiskey-forward cocktails — Jameson introduced a range of RTD Jameson cocktails , including Jameson Ginger and Lime and Jameson Lemonade and Cola ,” says Radojewski . “ Both simple-serve recipes were received positively by consumers , and served as an approachable way for whiskey-curious drinkers to enter the portfolio .”
ON-PREMISE RETURNS It ’ s no secret that many beverage alcohol retailers have seen some form of decline in their bottom lines in recent months . Why ? Threefold . With on-premise shut down or hampered , the pandemic brought unsustainable growth
20 • Summer 2023 www . cheersonline . com