One of the most notable developments in the BWS category in recent years has been the flood of NPD in ready-to-drink alcoholic beverages (mostly in cans) including wine, and, increasingly, sophisticated bar-quality cocktails. What started many years ago with the innovative can of “commuter special” gin and tonic has developed into a colourful world of ring-pull tastes and combinations.
Bacardi Breezer, Smirnoff Ice and WKD were among the first major players in the RTD market in the 1990s. But brands, marketing and consumer values and lifestyles have changed significantly since then, and the category has seen a revival as RTDs responded to changing consumer desires.
“Changing societal habits have created a new demand for cocktail deliveries and canned RTDs for consumption at events and parties, which has led to a surge in both volume and innovation which will only increase. RTDs are still growing at higher rates than spirits, wine and beer, signalling a major shift in consumer interest,” comments Kevin Fowler, General Manager Europe at Hard Rock International.
RTDs and canned cocktails (and wines) have the great advantage of convenience and unit form: they can be stored and enjoyed without any need for the usual paraphernalia – not even a glass. They can easily be assorted to provide on-the-go variety – a party in a can – and are disposable, recyclable, trendy (and very popular with the young crowd). They also have good margins and shelf appeal, and can (pun intended) be sold chilled with minimal space issues – the perfect C-store good-to-go item.
Jagermeister Mule
The RTD category has experienced resurgence in recent years, thanks to the increased uptake by consumers, who are attracted by new subcategories including seltzers and cocktails. The category is continuing to grow slightly ahead of the current off-trade BWS market at 28.7 per cent [Nielsen]. Category innovation is important for the convenience market, as RTDs, mixed cocktails and hard seltzers drive experimental and impulse buying decisions.
While traditional RTDs still account for a significant share of the flavoured alcoholic beverages (FAB) category, the major growth is being fueled by premiumisation and higher ABV brands. In fact, higher ABV brands are worth £56m, growing ahead of the total FAB category at 17.2 per cent in the year to Feb. 20 [IRI], whereas the “premiumisation” of the RTD category is opening it up to new consumers.
“These types of premixed drinks have evolved and become more sophisticated since their ‘alcopop’ heyday. Improved quality and variety of RTDs have enticed newbies into the category while winning back consumers who had shifted to other categories by offering exciting and innovative flavours,” Caitlin Barker of Continental Wine and Food says.
Their Paradise Bay Cocktail Co. offers a range of lightly sparkling ready to drink premixed cocktails made with natural flavours, inspired by some of the UK’s favourite cocktails, with the full range available in 6 x 70cl case sizes, with an SSP of £2.99/70cl. With the range including Strawberry Daiquiri, Mojito, Pina Colada and the new Blue Lagoon, launched in April, there is something for everyone.
According to the IWSR, by 2023 it is expected that total beverage alcohol consumption will return to pre-Covid levels, with consumption steadily increasing through to 2025 and recovery will be particularly boosted by RTDs. The global RTD market is predicted to be worth $85.5 billion by 2030 and the growing demand for low-alcohol, convenient alcoholic beverages has led to an increase in RTD alcoholic beverage consumption in the UK [Insight Ace, 2022]. As per the WSTA Market Report 2021, the RTD cocktails category has almost doubled in value in the UK over the past five years.
“Consumers are on the lookout for innovation around great-tasting quality cocktails replicated conveniently at home and when socialising with friends and family. The trend towards RTD cocktails and their rise in popularity will be a key trend in the alcohol market this festive season, making them an easy and exciting offering at Christmas parties and celebrations,” Fowler, of Hard Rock, adds.
Launched in the UK last month, following a successful debut in the US, Hard Rock Expert Cocktails provide great tasting cocktails in a convenient 330ml format from a recognised, iconic brand who have been making great tasting cocktails for over 50 years. Available in Piña Colada, Mojito and Passion Fruit Martini (five per cent ABV), they are an ideal solution for consumers looking for an easy to consume format.
“The market for ready-to-drink alcohol products continues to show traction and demand from consumers,” Fowler notes. “Consumers want convenience and choice, and this is something these alcoholic beverages can provide as they offer a variety in flavour that is easy to take on the go with you. They don’t require any preparation therefore making them the perfect choice for consumers whatever occasion they are celebrating.”
Creating value
Fowler points out that the independent retailers are well placed, literally, to steal a march on the multiples, when it comes to the RTD sales. “Independents are usually in places where people are consuming RTDs, therefore the relationship complements each other perfectly,” he says.
“There may also be more space to keep RTDs chilled and therefore ready to be drunk in the moment, encouraging impulse purchases which multiplies miss out on if they don’t dedicate fridge space to RTDs and only sell them in larger multipack options.”
It is also important to create value for customers, he adds. “They are usually in a better position to offer creative options and being smaller usually equates to being agile. An example of this agility and creativity is creating calendar and news agenda themed POS and display stands, drawing customers in to the store and aligning products with daily lifestyle,” he goes on.
Tim Dunlop, Brand Director at Hammonds of Knutsford, the specialist drinks wholesaler which brought BuzzBallz – a leading premium, bar-strength cocktails from the US – into the UK convenience sector, also stresses on the importance of display to the category.
“We’d recommend displaying RTDs and canned cocktails in the drinks chiller, next to white, rosé and sparkling wines, hard seltzers and premixed spirit and mixer drinks to appeal to those looking for something to enjoy immediately, or to take to a group gathering,” he suggests.
“Ensuring the fridge is stocked with products that appeal to the changing tastes of shoppers, especially younger adult drinkers, is key to capitalising on the at-home drinking occasion both for a planned evening in or an impromptu gathering. ”
BuzzBallz offers retailers an extensive selection of branded POS materials to support the range including counter and chiller racks, free standing display units and eye-catching signage.
BuzzBallz Cocktails launched in the UK in June and are a smash hit in the USA, where they are on target to sell 100 million units this year. Made with premium spirits, and bursting with real fruit juice, natural flavours and ingredients, they are a different, no-mess solution with a unique round shape and strong visual appeal.
Six SKUs are available to UK convenience stores now via Hammonds: Choc Tease, Tequila ‘Rita, Strawberry ‘Rita, Lotta Colada, Chili Mango and Espresso Martini. All 200ml balls are 13.5 per cent ABV with an RRP of £3.50 each.
“Pre-mixed cocktails and long drinks are expected to increase share of the RTD market, so BuzzBallz Cocktails presents a significant opportunity to the UK drinks sector, especially when consumers are looking for new and unusual options in the chiller,” Dunlop comments, adding that the brand is the biggest selling single serve pre-mixed cocktail brand in the US convenience channel.
“The UK RTD market is a fast-growing category, yet it is crying out for more innovation and excitement. We believe that BuzzBallz Cocktails can deliver this.”
He anticipates a bumper few months ahead as there will be so many opportunities to tap into from early November, once the World Cup tournament kicks off. “At-home gatherings, whether for football viewings or festive drinks, are going to be a lucrative area for retailers and BuzzBallz Cocktails fit perfectly into these moments,” he says.
The brand’s UK launch strategy is to target 25 to 40 year-olds, living in urban areas, who enjoy on-the-go lifestyles and socialising with friends, at parties, events and festivals or simply in the garden.
Spirited entrants
With vodka and gin being the top two contributors of value growth in the rapidly growing RTD market [NielsenIQ], leading flavoured vodka brand JJ Whitley is providing retailers with an innovative product range to tap into this significant sales opportunity with a new ready to drink line-up which includes Vodka Lime & Soda, Blue Raspberry Vodka & Lemonade, London Dry Gin & Tonic and Pink Gin & Lemonade.
“Our award-winning JJ Whitley range offers quality, British made vodkas and gins that tap into the latest flavour trends,” James Stocker, Marketing Director, Halewood Artisanal Spirits comments.
“In addition to the popular Vodka Lime & Soda and Gin & Tonic serves, we’ve also added our Blue Raspberry Vodka and Pink Gin offerings, bring additional flavour diversity into RTDs and driving further recruitment into the category. We’re confident that these will be a big hit with consumers, particularly during the summer months as convenient, on-the-go formats are key”.
Meanwhile, another Halewood brand, Dead Man’s Fingers, has expanded into the RTDs category with three new launches – Spiced Rum & Cola, Spiced Rum & Ginger Beer and Passion Fruit Rum & Lemonade.
Available now, the convenient format opens up a host of new opportunities for consumers to enjoy Dead Man’s Fingers rums mixed up into delicious drinks on the go, without compromising on the brand’s award-winning taste and quality.
“We’ve seen huge success within the rum category with our Spiced and Flavoured variants, which continue to attract incremental shoppers into rum and grow the category,” Rachel Adams, Global Marketing Manager for Dead Man’s Fingers Rum, comments.
“The launch of our new RTD format is a natural next step for our brand, particularly as we enter into the summer months when convenience is key, so we’re excited to be able to offer that delicious Dead Man’s Fingers taste in a handy new format”.
“For retailers, it’s also a great opportunity to introduce new shoppers to the rum category, and ultimately upsell to the larger 70cl bottle format for increased basket spend”.
Dead Man’s Fingers flagship Spiced Rum is inspired by flavours of Saffron Cake and Pedro Ximénez ice cream with hints of caramel, vanilla, cinnamon and undertones of orange, and is complemented perfectly by cola or ginger beer for delicious and refreshing on the go serves. Dead Man’s Fingers Passion Fruit Rum offers sweet, tropical aromas, pairing with lemonade for a light and fruity option that’s perfect for summer.
New variants from JJ Whitley and Dead Man’s Fingers are available to order now in 330ml cans, with an ABV of five per cent at an RRP of £1.99 per can.
Functional moves
As this summer has seen the return of festivals and large-scale events up and down the county, a new drink has also arrived on the scene, creating a category first. Billed as the first post-social replenishment drink, Bounce Back is designed to be consumed after a night of socialising with friends, to make sure that users have the stamina to keep functioning the day after.
Biochemists Dhruv Trivedi and Vandana Vijay have spent years researching, experimenting and developing the right combination of replenishing nutrients and finally, after 59 versions, found the winning ready-to-drink formula. Jam-packed with the right mix of vitamins, minerals, and amino acids, this functional drink helps to alleviate the stresses of an active social life, allowing the body to feel refreshed the next day.
“Consumers are looking for products to support both emotional and physical health needs, ranging from relaxation to hydration,” Trivedi and Vijay comment.
“What might be of greatest interest is products that are perceived to address both states, with claims regarding sleep, stress, energy, immunity, gut health and balance, all rating highly for emotional and physical support, [and] with a driving demand for more sustainable packaging option.”
Both claim that Bounce Back fits in well with this trend as it works to replenish the body with a formula of 17 vitamins, amino acids and minerals, focusing on post social wellbeing and providing specific health benefits. Cans are also recyclable and environmentally friendly, as they note that this is something that consumers are very mindful of when purchasing products.
“Consumers are still looking for convenience, but the need for products that are eco-friendly has accelerated too – including in the food and drink markets. Consumers are now actively searching for products that are good for the planet, as sustainability has become a key issue in their buying behaviour. This is a trend that is only going to continue to grow in the future as the pandemic has forced consumers to look at making healthier choices and sustainable changes in their lifestyles,” they add.
At the same time, they also remind retailers that the ongoing cost of living crisis would have a bearing on the purchasing decisions.
“Consumers are on the lookout for a low-cost and easy solution to making their own drinks when it comes to staying at home, and this is a key trend that is here to stay. With the cost-of-living crisis currently happening in the UK, consumers are going to continue looking for low-cost and easy to consume alcoholic beverages,” they say.
Women’s health is their next main focus, and Trivedi and Vijay have plans to launch future products to support with women’s health, sleep and immunity.
Meanwhile, Florian Beuren, Senior Brand Ambassador at Mast-Jägermeister UK, invites our attention to a lesser known aspect of the drink, that it can also be used to make simple, yet delicious cocktails.
“The Jägermeister Mule is a twist on a classic cocktail, which can be made easily at home with just three ingredients, 50ml Jägermeister, a dash of fresh lime, topped with ginger beer. For a finishing touch, consumers can also add a fresh slice of cucumber for garnish,” he explains.
With 24 million households in the UK purchasing coffee, he suggests that their latest innovation, Jägermeister Cold Brew Coffee (ABV 33 per cent), is a must-stock for convenience retailers looking to capitalise on this trend.
“Jägermeister Cold Brew Coffee offers the perfect blend of Jägermeister and intense cold brewed coffee, creating a delicious, three-ingredient Espresso Martini, one of the top 10 cocktails in the UK according to CGA data. Use just espresso, sugar syrup and Jägermeister Cold Brew to make this Jägermeister Espresso Martini,” Beuren adds.
He also recommends cross merchandising to increase basket spend as consumers pick up additional items for at home cocktail making. “Retailers can create cross-category displays which help consumers find everything they need in one place, making their shopping experience quick and easy,” he notes.
Demand for ready-to-drink cocktails, the fastest growing alcoholic drinks segment, is expected to grow steadily over the next decade worldwide and in this fast-growing and fast-evolving category, it is important to stay in tune with consumers to find out what they want and what they like.
Trust in UK-produced food has reached its highest level since 2021 following three years of falling confidence in standards.
Most (75 per cent) adults now say they trust food produced in the UK. This is a rise from 71 per cent in 2023, although still below the level of trust felt by shoppers in 2021 (81 per cent).
The figure rises to 91 per cent when consumers are asked whether they trust food "exclusively produced" within the UK.
Significantly, more people now say they trust UK food more than NHS care, water from the tap, or any other core service or utility.
A clear majority (85 per cent) of respondents to the survey say they trust the country's farmers, compared to just 9 per cent of whom express distrust.
Animal welfare remains the most important aspect of food production for consumers, and 72 per cent of adults say farmers follow good animal welfare standards.
And a majority of respondents (72 per cent) say that assurance labels were a reason to trust food, while 77 per cent say that labels showing where food comes from helps build trust.
The findings, which draw on research from over 3,000 UK consumers, form part of Red Tractor’s annual Trust in Food Index. First produced in 2021, it is designed to provide the most comprehensive assessment of consumer attitudes to food in the UK.
Jim Moseley, CEO of Red Tractor, said the past four years had been 'brutal' for the food and farming industry. Farmers have particularly faced a series of challenges, such as severe weather events, poor harvests, and the prospect of rising taxes on the horizon.
"Not since the foot-and-mouth crisis over 20 years ago has the food industry had so much to contend with," he said.
But this year’s findings will likely give a boost following years of rising costs and higher prices for consumers.
Meanwhile, the importance of the Red Tractor logo when choosing food has risen to its highest level in the four years since the Trust in Food Index began.
Moseley concluded, "It should be a source of huge pride to everyone involved in food production in the UK that food is now more trusted than water or any other basic service we rely on every day
"Despite the extremely challenging environment, farmers’ efforts to work to some of the highest standards in the world has played a significant role in driving a resurgence of consumer trust in UK food."
Carlsberg Britvic is celebrating its official launch today (17) following the completion of the deal for Carlsberg Group to acquire Britvic plc.
In a landmark moment in the history of Carlsberg Group and the British drinks industry, today (17) marks the official launch of Carlsberg Britvic – the new company uniting Carlsberg Marston’s Brewing Company (CMBC) and Britvic’s UK business.
Carlsberg Britvic’s strong national footprint brings together CMBC’s breweries and leading in-house secondary logistics operation – with 15 depots servicing customers across the UK – with the dynamic packaging and production capabilities of Britvic.
The business is now the largest multi-beverage supplier in the UK, making the UK Carlsberg Group’s largest market by revenue in the world.
Across soft drinks, beer, and cider, Carlsberg Britvic is home to many iconic and popular brands. Its compelling soft drinks range includes well-known names such as Pepsi MAX, 7UP, Tango, Robinsons, J2O and Fruit Shoot, through to fast-growing breakthrough brands including the plant-powered Plenish range and Jimmy’s Iced Coffee.
These leading soft drinks brands will now sit alongside the Group’s flagship Carlsberg Danish Pilsner, as well as 1664, Birrificio Angelo Poretti and Brooklyn Brewery beers, as well as leading British ales such as Hobgoblin, Pedigree and Wainwright.
Paul Davies, formerly CEO of Carlsberg Marston Brewing Company, will take up the position as CEO of the newly formed Carlsberg Britvic in the United Kingdom, effective 17 January 2025.
Davies said, “This is a historic moment for everyone across our unique combined multi beverage business, I am immensely proud to have the opportunity to lead this new company, featuring so many iconic brands and so many dedicated and talented people.
"As we look to the future together, Carlsberg Britvic will demonstrate the important values that underpin our dedication to our customers, our consumers, our people and our planet.
“Carlsberg Britvic combines the fantastic qualities of both businesses and our shared ambition to grow the UK beverage category through our unique proposition across soft drinks, beer and cider.
"We are all eager to build a successful future together as we create new opportunities, integrate our operations and continue to deliver excellent choice, product quality and service to our customers.
“On behalf of everyone at Carlsberg Britvic, I would like to thank all those whose effort, commitment and passion have made today possible.”
Davies began his Carlsberg career in Marketing with Carlsberg UK in 2007 and has subsequently held the positions of VP Marketing and VP Sales for Carlsberg Sweden, and VP Craft & Speciality for Carlsberg Group in Copenhagen.
In January 2019 he was appointed Managing Director of Carlsberg Poland, where he was also Chairman of the Polish Brewers Association.
Davies is supported in his role by the new Carlsberg Britvic Executive team.
The new company will combine the strong shared values of CMBC and Britvic, maintaining ambitious targets in areas such as sustainability and equity, diversity and inclusion, while also delivering the highest standards of customer service and quality.
Accompanying the official launch, Carlsberg Britvic will be revealing its new corporate identity next week, which will be rolled out across the business as part of the integration of its operations in the UK.
Boparan Holdings Limited (BHL), the parent company of 2 Sisters Food Group, has announced the appointment of Paul Friston as its new group chief financial officer (CFO).
Friston will join the 2 Sisters Food Group business in early February and become a member of the BHL board.
He has a 28-year track record in financial and corporate leadership roles at Marks and Spencer, taking on senior finance, strategy, commercial & transformation roles, as well as holding the post of managing director of M&S' International business for six years.
Friston takes over from Nigel Williams who has decided to return to return to Australia for family reasons.
“I am delighted to welcome Paul to 2 Sisters,” Ranjit Singh, president of BHL, said.
“He joins at an extremely important time for the business and I look forward to working closely with him as we execute our ambitious sustainability and investment plans in the coming years which will shape our business for the next generation."
Friston added: “2 Sisters is a dynamic business, I know it well and very much respect it as a food manufacturing leader in the UK, so I am extremely happy to be joining the team.
“There are clearly many challenges for the food sector in such a competitive and cost-conscious environment, but the potential of a business as ambitious and significant as 2 Sisters is a truly exciting prospect. I look forward to playing my part in taking the company forward.”
A resident of Oxfordshire has started a campaign to raise funds to install metal shutters for Spar Minster Lovell store the front doors of which were completely devastated during a ram raid recently.
Calling the shop as "cornerstone" of her community in Oxfordshire, resident Karen Turner-Dutton is calling on people to offer donation to restore Spar Minster Lovell, owned and run by the family of retailer Ian Lewis, after its front was damaged badly during the shocking ram-raid.
"This store isn’t just a business; it’s the heart of Minster Lovell, a place that connects and sustains our village. We can’t afford to lose it," Karen states on the fund appeal's Go Fund Me page.
"Every donation, big or small, will help secure the shop and bring peace of mind to Lyn and Dave. Let’s come together to protect this vital part of our community and show the Lewis family how much they mean to us."
The funds are being raised for metal shutters to prevent future break-ins, a Smoke Cloak system to deter and neutralize intruders and for an upgraded alarms for faster response times and better protection.
During early hours of Dec 27, five individuals smashed through the front doors of Spar Minster Lovell near Witney in Oxfordshire and used a vehicle to pull an ATM machine through the premises, causing extensive damage to the shop’s infrastructure and stock.
They made off with the cash machine, which had about £2,500 inside. Around £1,000 in stock was lost; the fridges were also damaged due to the impact.
Lewis told Asian Trader at the time, "The cash machine was at the back of the store. It was pulled and dragged right through the chiller and ambient area, causing extensive damage to the store, chiller doors and, stock.
“The automatic doors of the store were replaced recently on Dec 17, after the last break in that happened in September. We haven't even paid that bill fully and the doors are now completely damaged. This is over and above all the damage that the store sustained.
"Since the machine was at the back, almost the whole store has been shattered since it was pulled and dragged through, breaking everything that came on the way."
The ram-raid incident came as a shock to the community as well. Many locals and regular shoppers reportedly helped Lewis and his family to clear the shop floor which was filled with broken glasses and spilled stock.
As the shop reopened, they had to board up the doors which makes it look like it is closed. This has meant passing trade has significantly decreased, leaving Lewis about £30,000 down.
Still disturbed by the incident, Lewis thanked Karen for launching the fund-raising campaign.
"Your kindness and effort mean the world to us, and we’re incredibly grateful to have such supportive members in our community. Every bit of support makes a difference, and together, we can ensure the store remains a safe and welcoming place for everyone," Lewis wrote on social media.
He also thanked AF Blakemore & Son Ltd for their "ongoing support during this tricky period".
Lewis wrote, "The banners and posters they designed and printed in record time will hopefully help make customers aware that we are open."
The recent ram-raid has been devastating for Lewis' family, particularly his elderly parents who were sleeping upstairs during both incidents.
The business has been in Lewis’s family for generations, set up by his grandmother in 1937.
The store was targeted for the second time in three months. Earlier in September 2024, a group of four masked men were caught on store's camera trying to break in the store before they cut the CCTV connection.
In Glasgow's East End, Davie’s Mobile Grocery Shop is rewriting the rules of convenience retail. Operated from a van, this innovative store brings groceries and essential services directly to the community, making shopping easier and more accessible.
Through a partnership with Payzone, Davie has extended his offerings to include bill payment services, enhancing both customer convenience and his business prospects.
After identifying a need for more accessible shopping options, Davie ventured into mobile retail, creating a unique business model that’s as practical as it is innovative.
“It’s essentially a store on wheels. I sell almost everything you can buy in a traditional convenience store, but instead of having a retail space, I use a van and travel around the East End of Glasgow,” Davie has said.
Beyond selling groceries, Davie’s mobile shop has become a social hub. It’s a space where locals not only pick up their essentials but also connect with one another.
“I enjoy speaking to different people every day. I have regulars now, and it’s nice to chat with them and find out how they and their families are getting on,” he added.
Like traditional convenience stores, Davie’s shop offers a range of products including everyday essentials such as bread and milk, which are the top sellers; food items such as tea, coffee, cold meats, bacon, sausages; household goods including toiletries and cleaning products; and a range of treats and snacks.
By bringing these goods to his customers, Davie makes shopping accessible for those who might struggle to visit a store.
“It allows people who aren’t able to travel, for whatever reason, to pick up their groceries and pay their bills without having far to go,” he said.
Davie’s partnership with Payzone has elevated his business by integrating valuable services like gas and electric top-ups and regional offerings such as SPT ZoneCards.
“It’s definitely brought new customers to the van. Most people also spend money buying groceries, so it’s helped improve turnover,” he said.