• The future outlook for RTD seltzers and whether brands continue to pursue this space.
• Whether the purchase and occasion drivers for bourbon-based RTDs are similar to or differ from that of tequila and vodka RTD seltzers.
• Insights on how consumers are responding to the flavor variations in the RTD Seltzer space.

• Best in class examples of how brands are enticing customers to try each flavor within a specific portfolio.

Data Availability

• The initial round of research indicates that data on the projected growth and trends in summer 2022 for the US ready to drink alcohol sector is limited.
• While there is adequate information on future trends in general, none of the information found is specific to summer 2022.

RTD Alcohol

• Flavored subcategories like flavored vodka and whiskey have surpassed non-flavored alcohol subcategories. This trend is expected to continue over the next few years.
• While in 2020, vodka dominated the US RTD alcohol market, whisky is poised to overtake the category by 2022, due to "whiskey growth outpacing vodka on the back of growth of +4.9%."

RTD- Hard Seltzers

• The RTD market is expected to be the second-largest alcohol category in the US by volume consumption. This category soared 62.3% by volume, led by hard seltzers - a subcategory that grew by 130% - in 2020.
• Hard seltzers account for a 56.7% share of the US RTD category. With a 25.9% share, flavored alcoholic beverages are a distant second. RTD cocktails have a 6.9% share of the category.
• The US hard seltzer market alone grew by $3.8 billion in 2019. It is forecast to reach $11 billion by 2027.

Purchase & Growth Drivers

• Flavor is one of the main drivers of US beverage alcohol consumption. It is reportedly the "top consumer driver of the fast-growing ready-to-drink (RTD) category."
• The increase in popularity of hard seltzers is mainly driven by US consumers' "continual search for new and exciting products," particularly those with a unique or interesting flavor.
• Per experts, variety is key in the RTD alcohol category as younger Americans, particularly millennials, want options.

Summary

• Our initial hour of research focused on providing the projected growth and key purchase drivers in the US RTD alcohol space. It has also been proven that customers have a positive response to the flavor variations in the RTD Seltzer space.
• As explained above, data on summer 2022 is limited, therefore, subsequent research will look at future trends at large - 2022 and 2023 trends will be prioritized.
• In addition, although the main purchase driver for the RTD alcohol space, in general, has been provided, there was no information on the differences or similarities in purchase drivers by subcategories - bourbon RTDs versus vodka RTD seltzers. However, we can provide a demographic and psychographic analysis of bourbon RTDs and vodka RTD consumers to help understand any differences in purchase behaviors.
• Please select one or more of the options provided in the proposed scoping section below.