The New Era Of RTD Alcoholic Drinks

by Michael Kotendzhi | Food & Drink

The pandemic certainly makes a huge impact on how each distinct industry heads in the consumer market, and certainly make the RTD alcoholic beverage market the star in 2020.  The trend capitalizes its customer sector from the beer and wine consumers.  Many major brewers have sought the possibility to extend the RTD segment and offer their customers an extensive range of flavors and choices. There are six components contributing to the uprising RTD alcoholic beverage market.

Health Conscious

RTD beverages are aiming for lighter tastes, lower carbs, and low ABV compared to the other categories. In the current market, consumers are constantly looking for alternatives suited for more sophisticated recipes to enjoy without hesitation.

Tequila Makes Headlines

With the RTD alcoholic beverage growing twice the sales in the last five years, tequila spirit has become the fastest-growing sector in the market. The year 2020 is showing promising figures on the global scale that it will not be a surprise tequila will be expanding its varieties continuously in the future.

Exciting Choices

With the diversity in food culture, the RTD industry will be deemed to create more complex flavors and varieties of choices to accustom customer’s high expectations. The competition is fierce to be creative in taste, ingredient, pairing, and alcohol content level.

Diverse Flavors

Global trade opens a new marketing paradigm for every culture in business. Ingredient contribution cross multi-regions and multichannel to bring maximum availability. Especially nowadays consumers have specifications on personal preferences such as GMO-free, gluten-free, organic, and such. Alternative sources may be the distinction businesses promote for uniqueness amongst the industry.

Audacious Packaging

RDT beverage manufacturers focus more on the marketing for this new rising industry and alleviate the design on labeling, packing, logo, and the overall visual effects. The first impression on the shelf to be appealing to the customer is the first step of success to sell the product to the general public.

Target Audience and Preference

Manufacturers produce products and marketing strategies based on the age group and their interests. Each generation gap means different lifestyles and socializing patterns which will lead to different advertising approaches. For example, Millennials value more on originality and uniqueness when considering a new product. Manufacturers will consider the general behavior and establish the strategic advertising media based on the target audience.
RDT beverage market raises bold and adventurous culture for the consumers. The leading charges drive the drinkers to be wild on their imaginations to mix up new fashion on cocktails. What 2021 holds for RTD alcoholic beverage industry is truly intriguing. 

Michael Kotendzhi is President of Operations & Transportation and a partner at 18 Wheels. Michael has over 15 years of experience and is equipped with a degree in Logistics from the University of British Columbia Sauder School of Business. As well as a background in logistics from XPO Logistics (formally Kelron Logistics), North America's largest contract warehousing provider.

Michael's experience includes supply chain management, reverse logistics, & domestic transportation. He has developed 18 Wheels' trucking solutions, effectively utilizing the sister company's vehicle fleet and building a transportation supply-chain network across North America.