Ready-to-drink (RTD) cocktails are pre-packaged, single-serve, and ready for consumption. As lifestyles increasingly shift toward indulgent experiences at-home, RTD cocktails provide consumers a convenient way to enjoy their favorite alcoholic beverages without visiting a restaurant or bar.

Global consumption of ready-to-drink (RTD) products grew 43% in 2020, according to The IWSR.

The overflowing options within the hard seltzer category have left consumers seeking an alcoholic beverage somewhere in between sparkling waters and sugary mixes. According to WGSN, “the trend for RTD cocktails has accelerated in the wake of the coronavirus pandemic” and the effects of the health and wellness movement can be seen across the category.

For RTD Cocktails, consumers want:

1. Increased Authenticity

The wellness movement has encouraged consumers to pay closer attention to the quality of ingredients they consume, and their alcoholic beverages are no different. Smart cocktail brands are adapting their value-position from a portable beverage to a convenient indulgence with authentic ingredients.

Packaging Design Cues:

• Clear typography
• Smart use of white space
• Neutral or muted color pallets
• Ingredients featured in the artwork

2. Convenient Experimentation

Extended time at home without the variety of dining or drinking out has created an increased desire for experimentation. RTD cocktails are an easy way for consumers to try new flavor combinations without the commitment of purchasing the full bottle of alcohol or needing to have mixology know-how. Additionally, many RTD cocktail packages can be conveniently delivered via direct-to-consumer (DTC) shipping models.

Packaging Formats

While aluminum cans and bottles have become a category staple, emerging formats in plastic PET bottles provide an alternative lightweight, recyclable, option. Consumers looking to maintain the classic sophistication of a cocktail experience might select a right-sized glass bottle. For the ultimate entertainer, single-serve cocktail pod dispensers offer a premium automated solution.