RTD Alcoholic Beverages - US - December 2018
"RTD (ready-to-drink) alcoholic beverages continue to be an “also drink” alcohol type, trailing behind beer, wine, and spirits in consumption and volume sales. However the category, which includes FMBs (flavored malt beverages), prepared spirits-based cocktails, and wine coolers has seen recent strong innovation, moving it further away from the cloying alcopop realm and toward a more acceptable option that offers versatile flavors and formats for a wider array of occasions. While a general slowdown in alcohol consumption and sales challenges the category, the nimble nature of the smaller market has allowed for the launch of products that appeal to health-conscious consumers, convenience seekers, and beyond."
Beth Bloom, Associate Director - Food & Drink
This report looks at the following areas:
Volume sales of alcohol stagnate
RTDs are secondary to other alcoholic beverages
RTDs lack a strong identity
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