The RTD Curveball

As RTDs reshape the spirits landscape, the parallel to craft beers’ rattling of Big Beer is undeniably eerie. What Big Beer didn’t understand then was that the market share they lost were audiences searching for something uniquely different. In the same sense, the consumer choosing High Noon over straight vodka isn't a lost customer - they're a different customer entirely.

For established spirit brands hoping to ride the RTD wave, success hinges on understanding that your core spirits loyalists and potential RTD consumers have distinct motivations and preferences. Chasing new product growth shouldn't come at the expense of your flagship brand equity, after all you still have to fight for that shelf space too.

And as for that RTD, your brand equity might get you slotted, but it won’t get you an automatic home run with the RTD consumer, you’ll have to play ball for that.