With so many categories feeling the pinch, the at-home convenience occasion is where many are seeking growth. On top of the convenience they offer to consumers, RTDs are also unique in the blank canvas they present to drinks producers, offering endless potential for product innovation and line extension opportunities.
A range of RTD’s set for the Australian summer crossed our desks, so we grouped them up and had a close look. Three whisky based drinks from Manly Spirits Company (Coastal Stone), Matso’s entry into the Lemon Lime market, Sub Zero’s zero sugar option and a mead RTD from Greedy Bear.
Matso’s Vodka Lemon Lime Crush
Our thoughts: “lovely, fresh lemon flavour with well-balanced sweetness. Refreshing with a natural thirst quenching flavour. Expect this to be popular this summer.”
Who’s it for: “According to a report conducted by Circana published in Drinks Trade #91, lemon is the most popular light RTD flavour, having grown its share to more than 30% this year. As a result, several brands have rushed to market. This release from Matso’s is another great addition to the category, and its retro packaging feels well suited to the beverage.”
ABV: 4.5%
Owner/distributor: Good Drinks Australia
RRP: $23 per 4-pack (330ml cans)
Greedy Bear Original Alcoholic Sparkling Mead
Our thoughts: “Honey jumps out of the glass, but leads into a reasonably dry, nutty palate. Very smashable, without any of the usual richness associated with mead, with freshness bolstered via carbonation.”
Who’s it for: “Those wanting something different. Touted as the world’s oldest drink, the packaging is in a 330ml slimline can brandishing a bear and bee front and centre. The story behind it – featured in this Drinks Trade article – will sell the product by itself in many scenarios. Gluten Free & 99 calories tailors to the growing health-conscious consumer.”
ABV: 4.0%
Owner/distributor: Direct. Currently brewed at Rocks Brewing
RRP: $23 per 4-pack; $65 per 12-pack (330ml cans)
Coastal Stone Whisky & Cola
Our thoughts: “A smartly balanced whisky and cola blend. Loads of sweet vanilla and subtle whisky notes. 1.4 standard drinks works well in this drink – helping to balance out the cola sweetness makes this very drinkable.”
Who’s it for: “A potential upsell and Australian alternative to the big whisky and cola brands/drinks out there. Delivers exactly what consumers are expecting from the category. The use of local whisky (Coastal Stone Xplore Australian Double Grain Whisky) is a major selling point.”
ABV: 5.3%
Owner/distributor: Paramount
RRP: $32 per 4-pack (330ml cans)
Coastal Stone Double Barrel Whisky & Cola
Our thoughts: “With much more whisky flavour coming through, and with the higher abv, this is definitely an RTD that could be poured over ice and enjoyed slowly. An RTD that lets the whisky shine a little bit more, while the cola sweetness still comes through. At 2.1 standard drinks it’s the kick that you pay for.”
Who’s it for: “Those searching for a little more booze in their drink. This is also the best option to showcase the Australian whisky being used, and could be a good SKU to have in store for bottled whisky consumers buying RTDs for specific occasions, or for whisky RTD drinkers looking to learn more about whisky.”
ABV: 7.8%
Owner/distributor: Paramount
RRP: $34 per 4-pack (330ml cans)
Coastal Stone Whisky & Dry
Our thoughts: An approachable, whisky and dry ginger blend. Easy drinking and balanced.”
Who’s it for: “Same as above re local product, but also for those looking for a more refreshing alternative to cola. Another 1.4 standard drinks and definitely makes the blend work well.”
ABV: 5.3%
Owner/distributor: Paramount
RRP: $32 per 4-pack (330ml cans)
Sub Zero Alcoholic Cola (Zero Sugar)
Our thoughts: “An easy, inoffensive, cola flavour with very little, if any, hint of booze. Very sweet.”
Who’s it for: “Ticks the no sugar box for health-conscious consumers, suited to a more youthful market conscious of health and wellbeing. Big selling point is the zero sugar in a 375ml can. 1.3 standards. Easy drinking, you’d be excused for not noticing the vodka.”
ABV: 4.5%
Owner/distributor: CUB
RRP: $26 per 4-pack (375ml cans)
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Click here to read Drinks Trade’s coverage of the latest products launched to market this week.
