4th May 2021
RTDs are now growing at a rate more than three times faster than the total alcohol category*. The sector taps into the growing demand for convenience, which fits into consumers’ on-the-go lifestyles.
The Covid crisis did not put a stop to this, but rather gave opportunity to the RTD sector. Correlating to shifting consumer habits and the shutdown of hospitality, popularity surged for categories suited to the off-trade. Adapting to the ‘new normal’ of socialising and drinking in open spaces, portable and convenient beverages are in a good position to cater for these new drinking habits. Further, RTD’s reduce the touchpoints and minimise the need for sharing bottles and mixers.
The low calorie and low ABV offerings are doing particularly well within the RTD category, as consumers are increasingly mindful of their alcohol consumption. ICB’s distilled, non-alcoholic spirit brand, Amplify, launched its premixed canned offering in January this year, aligning perfectly for the consumer spike in interest for non-alcoholic options, as many took on the Dry January challenge.
Natural ingredients and sophisticated flavours are of interest to consumers within the category, alongside quality of ingredients. Amplify, the distilled non-alcoholic alternative, incorporates a host of invigorating, high-quality ingredients, such as juniper berries, coriander seeds, Angelica root, lemon peel, lemongrass, and ginseng root to cater to that demand. These fragrant botanicals combine with vibrant, punchy orange and citrus notes to provide a drink that satisfies the taste buds, without any need for alcohol.
Aside from the liquid offering, the trend for unique and vibrant formats is also a key driver in RTD sales. With canned and bottled formats, Instagram-friendly branding helps this market not only fit into consumers’ health-conscious lifestyles but have also made them aspirational product to many too.
Currently there aren’t many non-alcoholic RTD options on the market, particularly when compared to the volume of cocktails and spirit drinks, yet the low and no category is undoubtedly still on the rise, with consumers adopting a more mindful approach to drinking. Consumers are further recognising the importance of maintaining a healthy lifestyle for both mind and body and adopting a holistic approach to health, carving out a significant opportunity.
At only 65 calories per can, Amplify’s hassle-free premixed can is not only an option to avoid the side effects of drinking alcohol, but also a lighter alternative compared to an alcoholic spirit and mixer option without compromising on taste or ritual.
To find out more about the distilled non-alcoholic spirit range from Amplify, please visit drinkamplify.co.uk or get in touch to discover how our services can help you develop your own RTD.
* Nielsen Scantrack total off-trade alcohol 52 w/e 18 May 2019 vs YA