Brand Building | The under-the-radar RTD (Ready To Drink) Alcoholic Beverages

I thought it’d be fun to look into Ready-to-Drink (RTD) Alcoholic Beverages, and how they fare. To me, they always seem to be under the radar, not very visible, as I’m also not that familiar with the real target market (NOTE: I don’t know any friends who’d order it at Bars and Restaurants… or maybe I’m just the wrong target market… READ: I’m way too old!). So here it is.

The top-10 selling Ready-to-Drink beverages in the USA are malt-based drinks (beer-based). It is therefore surprising considering most of the names suggest they are spirits based drinks: Mike’s Hard Lemonade, Smirnoff Twisted, Smirnoff Ice, Seagram Spirit Coolers, Bacardi Silver, Bacardi Flavored, Captain Morgan, Jose Cuervo and Jack Daniels.

Zearch 5% alcoholic drink is ready-to-drink RTD with 5% alcohol content with smoothly tastes for young & trendy unisex. It contains a special recipe that gives it superb and refreshing 10 different flavors for choices such as peach, orange, lime, grape, apple, pineapple, lychee, cocktail, strawberry, mangosteen.

VAWTER: The new alcoholic spring water with the Vodka and the lime. Spring water… with a ‘wicked’ undercurrent.

Vawter is a new premium pure sparkling spring water cooler with a zing.  The only product of its kind on the South African market, Vawter is made from fresh spring water sourced from the Franschhoek Mountains, combined with premium vodka and a splash of lime.

It has a slight petillance and a hint of tangy sweetness on the palate, with a 5.5% ABV.  Vawter is as the name suggests:  a simple combination of premium vodka and water, offering the responsible drinker a lighter and very refreshing alternative.

European consumption of alcoholic drinks is declining as a result of consumer drinking habits moving in favour of healthier beverages. Performance of ready-to-drink beverages (RTDs), and spirits in general, was further affected by the recession (2008-09). Their penetration has declined (except in Germany) as a result of higher prices and strict legislation. Manufacturers are trying to boost growth by repositioning RTDs as premium drinks for adults. The challenge for the manufacturers is to create a more responsible, healthier profile for the new generation of RTDs and enlarge the user base in view of the challenging economic environment, growing consumer price sensitivity, and the negative image of FABs.

Absolut Cut, a flavored alcoholic beverage (FAB) and ready-to-drink (RTD) product. The bottle shares the iconic neck and shoulders of the legendary Absolut Vodka bottle with distinctive ‘cuts’ etched into the glass.

Absolut Cut, the first flavor consisting of sparkling citrus flavors (lime, orange and mandarin) was launched in 2005. During 2005-2006, three line extensions were developed: Absolut Sharp Cut (grapefruit and cranberry), launched in Canada as the first line extension, followed by Absolut Clear Cut (mandarin and kiwi) and Absolut Crisp Cut (apple and lime).

Inspiration: Independent Distillers, Champthai, Oxygen Mintel, Yellow Monk Blog

About dianhasan

Brand Storyteller, Travel Writer, Speaker, Creative Writer & Thinker - avid observer of randomness in everyday life - Sustainable Business, Eco Matters, Sustainable Urban Issues, Architecture, Heritage Conservation, Innovation & Brand-Strategy, Cross-Cultural Communications, Travel, Tourism & Lifestyle.
This entry was posted in Brand-Building & Culture, Canada, Innovation & Brand Strategy, Ireland, South Africa, Sweden, Thailand, USA and tagged , , , . Bookmark the permalink.

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