In de Verenigde Staten neemt de wijndorst af. Binnenkort worden er meer ‘ready-to-drink’-producten verkocht dan wijn, aldus een rapport van de IWSR.
We’ve all been going bonkers for ready-to-drink products (RTDs), and now independent research from IWSR confirms the hype. Not only did RTDs post extraordinary double-digit growth in 2020, up by +26.4%, it was the only alcohol category to grow at all during the Covid crisis, resonating with consumers across all demographics.
In fact, the category is so red-hot right now that RTD volume is projected to increase by almost +27% this year, driven largely by stupendous growth in the US, which holds nearly half (44%) of global RTD volume.
Here’s where it gets interesting… Stateside, where hard seltzers have exploded by +130%, RTD volume is already larger than the nation’s total spirits category.