The accessibility of premixed cocktails has pushed the Ready-To-Drink category into a boom, challenging previous drinking spaces, occasions and formats as we see brands diversify a spectrum of RTD drinking purposes. The industry is adapting to new expectations of quality, taste and health, whilst balancing a sense of convenience and functionality.
In this month’s Futures feed - Alternative Tipples - we explore how the ready-to-drink category is being transformed from a fast-casual drinking culture into a new generation of sophisticated drinking occasions and rituals. Notable newcomers in this space include Morris Kitchen who are creating carefully crafted mixers and Aurora Elixirs who are blending aperitifs with hemp and cannabis.
Alternative Tipples explores four emerging themes of change, which are brought to life with key insights, best-in-class brand examples and opportunity areas for brands looking to capitalise on the emerging changes in this sector.