The impact of ready-to-drink beverages on the beverage alcohol landscape has been profound, and by all accounts, their influence is only set to increase.  Over time, the category has gone from being on the fringes of drinking culture to guiding the core strategies of some of the world’s largest beverage companies. So, what does this trend say about consumers in 2023 and beyond? And how will the industry react to its sustained success?

The Park Street Insider Podcast welcomes Spiros Malandrakis,  Industry Manager for Alcoholic Drinks at Euromonitor International, to the mic for a conversation with Emily Pennington on why RTDs resonate with consumers and what their widespread appeal means for the industry. They’ll break down the different types of RTDs, unpack the market conditions that have led to their success in the U.S. and abroad, and consider how brands of all sizes can use this trend to their advantage.

Key topics mentioned:  

Phases  of Development 

  • Ready-to-drink beverages may have hit their stride in the last few years, but it’s been an evolving category for decades. We trace the phases of RTD development to explain why they have become so relevant in today’s market.

RTDs: Not a Static Principle

  •  Malandrakis explains why the flexibility of RTDs to fit different companies, consumer cultures, and sub-categories has made them the perfect antidote to a drinker’s current thirst for innovative products.

In this episode you’ll hear from:

Spiros Malandrakis, Industry Manager – Alcoholic Drinks, Euromonitor International

Mentioned in this episode:

Euromonitor International

5 Alcohol Trends Shaping the Industry

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