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How is the RTD Market Evolving?

Not long ago the Ready-to-Drink (RTD) market was focused almost exclusively on value based offerings and the younger demographic. Recently however, as RTD brands begin to mature, so to have their offerings and their market strategy. New promotions geared around lifestyle led launches, diverse new product development and slick new stylized packaging.

As a result the RTD segment is booming. The category’s largest markets are the U.S. and Japan and growing rapidly as a wider and wider demographic is showing their willingness to try RTD brands and products. The rise and acceptance of the canned format, many low calorie and low ABV offerings as well as a focus on natural ingredients with sophisticated flavors are said to be the primary differentiators that have led to the rapid growth.

Source: IWSR, September 2019