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Craft Beer Times | NIQ Reveals 5 Ways RTD Alcohol Consumption is Evolving

NIQ Reveals 5 Ways RTD Alcohol Consumption is Evolving

NIQ Reveals 5 Ways RTD Alcohol Consumption is Evolving


Alcohol consumption is a popular pastime enjoyed by many individuals across the world. Although the traditional way of drinking involves purchasing beer or wine bottles, the trend is changing, leading to a rise in popularity of Ready to Drink (RTD) alcohol. According to the National Institute on Alcohol Abuse and Alcoholism (NIAA), RTD beverages are rapidly changing how we consume alcoholic drinks, leading to significant changes in the alcohol industry.

Changing Drinking Habits: A Shift to RTD Beverages

Recent studies have shown that RTD beverages are a popular choice among young adults. The portability and convenience of RTD drinks are among the reasons why these drinks are becoming more popular. With a busy schedule, individuals can now carry RTD drinks and consume them in between meetings, during outdoor activities, or while socializing with friends.

RTD Alcoholic Beverages are Attractive to the Younger Generation

RTD drinks resonate with millennials and the younger generation, thanks to their innovative packaging and unique flavors. The younger generation is known to enjoy adventure and trying out new things, and RTD drinks offer just that. Companies like Bacardi and Smirnoff have developed unique flavors like strawberry daiquiris and margaritas, which have increased the popularity of these drinks.

Health-Friendly Drinks

The health-conscious population is growing, and RTD drinks are capitalizing on this trend by introducing low-calorie, low-sugar, and gluten-free options. Health experts have praised RTD drinks for reducing the risk of the negative health effects associated with excessive alcohol consumption, such as obesity and heart diseases.

RTD Alcoholic Beverages Offer Low-Calorie Options

RTD drinks like hard seltzers have become increasingly popular for their calorie content, which is lower than traditional beer and wine. For example, White Claw, a popular brand of hard seltzers, contains only 100 calories, compared to the 150-200 calories found in beer.

Industry Growth

RTD drinks have disrupted the traditional alcoholic beverage industry, leading to significant market growth. The convenience, affordability, and diversity of RTD drinks are contributing factors in this growth.

RTD Alcoholic Beverages Have Increased in Popularity

In recent years, RTD drinks have been growing in popularity, with projections showing a rise in the global RTD alcohol revenue to $117.8 billion by 2024, up from $56.2 billion in 2015. Companies have responded to the growth in demand by producing more RTD drinks, expanding their product lines, and investing in marketing campaigns to attract millennials.

RTD Drinks for Special Occasions

RTD drinks are no longer associated with college parties and outdoor activities. The design and quality of RTD drinks have transitioned into elegant and refined products suitable for formal events such as weddings, corporate events, and dinner parties.

RTD Alcoholic Beverages Offer Quality and Convenience

RTD drinks like pre-mixed cocktails have provided individuals with a convenient alternative to hiring bartenders or buying expensive alcohol for events. RTD drinks such as Champagne, Wine, and Martinis come in elegant packaging, an excellent display option for special occasions.

Concluding Thoughts

The trend of RTD drinks is set to continue in the coming years as they gain more popularity and become more innovative. The convenience and affordability of RTD drinks make them a great option for consumers with busy schedules. The growth of RTD drinks in the alcohol industry has had a significant impact, resulting in new product development and changes in marketing strategies. The younger generation, health-conscious individuals, and people who love quality and convenience are the main target audience for RTD drinks.

RTD Alcoholic Beverages are here to Stay

RTD drinks are changing the way we consume alcohol. With their convenient, affordable, and innovative options, RTD drinks are set to grow and become more prevalent. The future of RTD drinks is promising, and as such, it is important for the alcohol industry to continue investing in the development of RTD drinks.


Dustin is a writer about craft beer and a professional brewer in the city of Chicago. He has written for several magazines and has over a decade of experience in the beer industry. He is currently working on a book about the history of beer in Chicago.

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