What you need to know
RTD (ready-to-drink) alcoholic beverages are in a time of transition, and, as such, are seeing both ups and downs. FMBs (flavored malt beverages) experienced strong volume sales growth of 57% from 2010-15, due to a Millennial consumer base with a bit of a sweet tooth, as well as to innovation that’s matched the demographic’s interest in product trial. At the same time, prepared spirits-based cocktails and wine coolers continue to see declines, suffering from a focus on convenience over quality, flavor nuance, and, ultimately, health. A move toward premiumization in the category overall should slow declines.
Definition
This report covers on- and off-premise sales of RTD (ready-to-drink) premade alcoholic beverages, including:
Flavored malt beverages
Prepared spirits-based cocktails
Wine coolers
It builds on the analysis presented in Mintel’s RTD Alcoholic Beverages – US, December 2014; Alcoholic Beverage Drinking Occasions – US, May 2014; and White Spirits and RTDs – US, November 2012, among others.
This report excludes non-alcoholic mixers typically added to alcohol to make alcoholic cocktails and mixed drinks, such as:
“Just add alcohol” mixes designed for specific cocktails (eg Bloody Mary mix, Margarita mix)
Non-alcoholic mixers that are traditionally positioned for use with alcohol to make cocktails (eg bitters, grenadine)
Coverage of these products can be found in Mintel’s Alcoholic Beverage Mixers and Liqueurs – US, May 2015.
This report also excludes the following alcohol categories, which are covered in Mintel’s White Spirits – US, October 2015:
Vodka
Rum
Gin
Tequila
It also excludes the following categories, which are covered in Mintel’s Dark Spirits – US, December 2015:
Whiskey/whisky, which includes the following subsegments:
Canadian whisky
Straight American whiskey, including bourbon and unaged white whiskey (also known as moonshine; the report covers legally sold, unaged white whiskey marketed as moonshine, not the illegally made varieties often associated with the term in various regions of the US).
Scotch whisky
Blended American whiskey
Irish whiskey
Brandy and cognac, as well as Armagnac
Beer, including domestic, imported, and craft or microbrew beer, also is excluded from this report and is covered in Mintel’s Beer – US, January 2016, as well as Craft Beer – US, October 2015.
Wine, including still/table wine, Champagne and sparkling wine, dessert and fortified wine, vermouth, and aperitifs are also excluded from the scope of this report, and are most recently covered in Mintel’s Wine – US, October 2014.
Value figures throughout this report are at rsp (retail selling prices) excluding sales tax unless otherwise stated.
