Popularity of RTDs to continue into the autumn, Bacardi forecasts  

Growing demand for the ready-to-drink (RTD) serves is expected to see the category continues to be popular in autumn and winter, recent research from Bacardi has predicted.

A traditional summer favourite, RTDs have proved more popular than ever this summer, according to the Bacardi survey, with a quarter of the respondents (24%) purchasing ready-to-drink cocktails or canned spirit and mixers for their socially-distanced summer get-togethers.

In the UK, cocktails-in-a-can have grown at 15 per cent in the off-trade in the last year, as per Nielsen data.

The popularity will see the emergence of wider autumn and winter variations across packaging and types of flavours as RTDs are now less commonly perceived as purely an ‘outdoor’ drink, the spirits company said.

“People’s desire for RTDs shows no signs of slowing. In the UK alone, RTDs are predicted to have a forecast volume compound annual growth rate (CAGR) of 71.7 per cent from 2019 to 2024,” commented Brenda Fiala, global vice president for strategic insights and analytics at Bacardi Ltd.

“Flavours and formats will become increasingly important as we move into Autumn/Winter, with people seeking ‘warming’ cocktails with seasonal flavours such as our Bacardi Spiced and Cola. Innovation in convenient, quality cocktails are providing consumers the drinks they love in an easy to buy and enjoy can.”

With more ready-to-drink options entering the market, Bacardi expects varied flavour profiles and more sophisticated design to appeal to a more refined audience of all ages and genders.

Hayley Read, global breezer director at Bacardi Ltd, commented: “We predict that flavours will become more complex and sophisticated instead of the more traditional RTD combinations.

“Unlike other RTD’s and Hard Seltzers, Bacardí Real Rum Cocktails RTDs in North America are not malt beverages. They are gluten-free rum cocktails made with real ingredients like cane sugar and natural flavors and the reaction has been phenomenal.

“Diversity in flavours on offer is also driving sales, for example we are seeing the cocktails in a can range from BACARDI RUM, which includes a range of new flavours including  BACARDÍ Carta Blanca and Cola; BACARDÍ Spiced and Cola; BACARDÍ Raspberry Spritz; BACARDI and Cola Zero and BACARDI Razz Mojito that are proving popular in Europe.”

New formats and vessels would be another area the category will see innovations as it expands, the company said. Bottles and pouches could emerge, as seen in the Martini Frosé launch in the US which provided a frozen wine cocktail in a portable pouch, in the category.

With ready-to-drink options often providing a lower alcohol by volume with natural flavours, the category is also expected challenge beer and appeal to the mindful drinking trend.

Jacob Briars, global advocacy director at Bacardi, said: “The ABV of these perfectly portioned drinks is similar to a beer and lower than wine, which makes them an ideal choice for the mindful consumer looking for a lower strength option when socialising with friends. Both portion size and alcohol are clearly displayed, making it simple for consumers to track consumption”.