The spirits-based RTD segment has been earmarked for a bumper ‘Fourth of July’ weekend in the US.
The country is enjoying a federal holiday today with this year’s Independence Day providing a longer weekend for consumers. At the same time, the pandemic-driven trend that saw consumers experiment with making cocktails at home is sticking in the market and driving NPD in the RTD segment.
Subsequently, according to trade association the Distilled Spirits Council of the US, the scene is set for spirits-based RTD and premix cocktails to do well over the long weekend.
“With so many diverse, fresh flavours and spirits to choose from, spirits-based RTDs make for a perfect summer sipper to toast the Fourth of July,” said CEO Chris Swonger. “Spirits-based RTDs allow consumers to enjoy a refreshing cocktail that is also convenient for outdoor activities, including at the beach, poolside or during backyard BBQs.”
Combined sales of spirits-based RTDs and pre-mix cocktails in the US jumped by 56% last year, according to DISCUS. Volumes in 2021 reached 36.6m cases-equivalent, compared to 23.5m in the year prior.
At Pernod Ricard’s latest ‘Capital Markets Day’ analyst presentations last month, North America CEO Ann Mukherjee concurred with the strong potential for the segment. “While they [US consumers] like to make cocktails at home, they also like to have them in a can,” she said.
“We’re seeing a lot more ready-to-drink in the spirits space, as they’re looking for those quality brands.”
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