The RTD market has been absolutely exploding over the past few years, with brands like High Noon, Surfside, Cutwater Spirits, and Tip Top Cocktails dominating the category and raking in some serious cash. Meanwhile, established spirits brands attempting to break into the RTD market aren’t having the same success as the new kids on the block.
Why do drinkers clearly love up-and-coming RTD brands, but those same consumers are quick to pass up on a canned Jack Daniel’s & Coke, Crown Royal & Cola, or Tanqueray & Tonic? Could it be because consumers are more than happy to mix up these cocktails for less money on their own? After all, the ingredients are right there on the can. And as much as we’d love to be able to, the general public doesn’t have the recipe or means to make their own true-to-form version of High Noon à la minute. The same applies in the on-premise. Bars aren’t going to stock cans of Jack & Coke when they have bottles of Jack Daniel’s at their disposal and Coca-Cola on their soda guns. But is that the only factor at play, or are there more pieces to the puzzle?
On this episode of the “VinePair Podcast,” Adam, Joanna, and Zach respond to a listener query about the fact that the best-selling RTDs do not include well-known spirits brands, and why the RTDs that do have largely struggled to find an audience. Is it a price issue? Do the marketing teams with those brands not know what to do with an RTD? Or is it just that there aren’t enough use cases to make the drinks work? Tune in for more.
Zach is drinking: Hot Yonder Summer from Yonder Cider
Joanna is drinking: Château Minuty Rose et Or
Adam is drinking: Shaken Gin Martinis
