Why traditional liqueur brands should jump on the RTD train – Category Intel

Online searches for ‘spritz recipe’ and ‘hugo spritz’ have doubled in the UK, while 34% of 18 to 29-year-olds named the spritz their number one summer cocktailThe rise of lighter, longer spritz cocktails has provided a boost to the liqueur category, which remains closely linked to the aperitivo consumption trendDeclining alcohol consumption continues to weigh on the category, with IWSR data showing volume CAGR declines in three of Europe’s five largest liqueur marketsLiqueur brands are increasingly turning to RTDs to unlock new drinking occasions and reach a broader consumer baseStoc