Before COVID-19, the Ready-to-Drink (RTD) category was on the rise driven by demand for convenience, innovative flavors, wellness products and cocktail culture, according to IWSR. Globally, the category accounts for about $10 billion in value with a strong presence in e-commerce and off-premise.
Today, both the global pandemic and recent innovation have further enhanced the RTD category’s popularity. “We are likely to see RTDs continue to fare well through the pandemic, and once markets start lifting restrictions, the category’s on-the-go format will likely only fuel the growing demand we saw before physical distancing became the norm for most,” said Brandy Rand, COO for the Americas at IWSR.
Source: IWSR, May 2020