ready-to-serve products have grown over70%in the last year(1)
When Absolut and Ocean Spray meet
In early 2024, Absolut and Ocean Spray® unveiled a cobranded Vodka Cranberry cocktail range in a ready-to-drink (RTD) format in the US. Combining the highest quality premium vodka from Absolut with real cranberry juice from Ocean Spray®, this iconic collaboration delivers one of America’s favourite serves from two trusted brands long enjoyed together.
The RTD category is one of the fastest-growing among spirits, driven by consumers’ increasing desire to extend conviviality to all environments and enjoy drinks outside of bars and restaurants. As RTDs are becoming more sophisticated, Pernod Ricard brands will continue to cater to consumer needs by offering ever more premium drink options.
A new ready-to-serve option for Malibu
Tapping into consumer demand for convenience without compromising on taste, Malibu entered the ready-to-serve (RTS) market in 2024 with the launch of its Malibu Ready-to-Serve Cocktails line.
Expanding on the brand’s portfolio of canned RTD cocktails, the Malibu RTS line takes convenience to the next level with a portable and shareable way to enjoy summer vibes no matter the season. Available in multiple flavours such as Strawberry Daiquiri, Pineapple Bay Breeze and Rum Punch, consumers can unlock happy hour in no time.
Malibu’s RTS cocktails come in an innovative Tetra Pack format making it easier than ever to enjoy cocktails on-the-go, toss in a cooler or store in the fridge for anytime sipping. The 1L Tetra Pack design is lightweight and easy to transport, with the larger format offering an alternative to single-serving options without the need for an entire bar.
The launch also capitalises on significant growth in ready-to-serve products - which has grown over 70% in the last year(1) - and on the success of rum-based cocktails.
- Nielsen Total US XAOC + LiqPlus + Conv. w/e 30/12/2023.