Why Drinks Brands Need to Consider Ready to Drink Options (RTD)
There’s no denying that RTD’s have seen a meteoric rise in popularity over the last two years and the market shows no sign of slowing down with sales soaring across all markets. But why are RTD’s seeing such a surge in popularity? Here we break down our top 4 suggestions:
Ease and variety:
Consumers are looking to discover new brands especially when it comes to what they eat and drink. RTD’s allow consumers to discover and sample new products at a low cost and low commitment by the ability to buy one-off drinks. With consumers prioritising convenience in their day-to-day lives RTD’s are instantly appealing for people who purchase impulsively and are on the move.
Social appeal:
Instagram-friendly design has been a key focus for brands venturing into developing RTD options for their product and so should be the case with key consumer groups such as millennials prioritising aesthetically appealing purchases to complement their appearance across what they share on social media, creating a product that appeals both by taste and visuals is essential and is driving a lot of purchase decisions for consumers.
A secondary advantage of this is the fact that brands are able to increase marketing effectiveness by simply having ‘sharable’ and appealing packaging that people want to share, thus increasing the organic reach of products.
Convenience:
Undoubtedly, a huge appeal of RTD’s is the convenience of having your favourite drink in stylish packaging served perfectly every time. The convenience of RTD’s means they are a great on-the-go option and are a good choice for those who are out and about but who are also looking for high-quality premium options.
Conscious consumption:
It’s fair to say we are all becoming increasingly aware of the impact our consumption is having on the planet, especially when it comes to the products we buy and their packaging. RTD’s in cans and bottles are especially easy to recycle and therefore have instant appeal to the increasing numbers of environmentally conscious consumers.
Closing thoughts:
By diversifying their offering, brands who once had a product within a category that is seeing a decline in sales such as wine now have the opportunity to extend their range into a new and interesting extension with the possibility to create incredible marketing strategies that excite and appeal to new consumers.