Chasing growth: The rise, proliferation, and stagnation of alcoholic RTDs

Has the alcoholic RTD market crested and what’s next?
Following notable growth between 2018 – 2020, alcoholic Ready-to-Drink (RTD) beverage sales seemed to lose momentum (and investor interest) over the summer of 2021, right as a wave of new entrants prepare product launches in the space, and current participants expand their offerings in multiple directions.

Are RTDs a fad, or is there a path forward for the category?
The category’s growth was driven by legitimate innovation, earned relevance in today’s extensive social discussions and persisted through COVID. In this article we explore the path charted by RTDs, the key learnings and what could lie ahead for the category.

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