RTDs Market Overview OPUS Spring 2024 - Report by CGA

Please note that below is a shortened excerpt of the report on hard seltzers and RTDs. View the full version here.

Consumption

• A similar proportion of consumers drink hard seltzers and RTDs, with 15% consuming hard seltzers and 17% ordering RTDs.
• Hard seltzer and RTD drinkers tend to be younger and more active in the On Premise than the average consumer.
• Drink and food-led occasions are common for both hard seltzer and RTD consumption, although around a third solely drink the categories during drink-led occasions.
• White Claw dominates hard seltzer consumption in the On Premise, while Twisted Tea and Smirnoff are the most consumed RTDs.

Serve/Style

• Over 4 in 5 seltzer drinkers have consumed the category in a can/bottle, however there is some opportunity engage consumers by offering hard seltzers on tap/draft.
• Hard seltzers are preferred to be served on their own, although 1 in 5 are likely to use it as a mixer in cocktails.
• Looking at types of RTDs, a variety are consumed in the On Premise. Pre-mixed cocktails are the most popular RTD, with over half consuming these.
• Exploring the favored flavors of hard seltzers, berry and lemonade take the lead, however there is a diverse selection of flavors consumers are wanting to drink.

Choice Factors

• Cost plays a big role in decision making when choosing to consume hard seltzers and RTDs in the On Premise.
• For 4 in 5 hard seltzer consumers price is a key consideration when deciding to drink the category at venues. Good value for money is the top reason for choosing to drink RTDs.
• The quality of the product and range of flavors is important to both hard seltzer and RTD drinkers when considering brand choice.

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