RTD Alcoholic Beverages - US - December 2017
"45% of US adults drink RTD (ready-to-drink) alcoholic beverages. While 26% of category participants report drinking more RTDs in the past year, adoption by new consumers has stalled. The category trails behind other alcohol types in both consumption and sales, and is relegated to “also drink” status (only 11% of drinkers say RTDs are their primary alcoholic beverage). "
Beth Bloom, Associate Director, US Food and Drink Reports
This report looks at the following areas:
RTD alcoholic beverages are primarily an "also drink"
RTD alcoholic beverages are pigeonholed for casual occasions
The category struggles with high sugar content, quality