![]() “Rolling out another variety pack isn’t necessarily innovation,” says Cooke. As RTD options proliferate and established spirits brands compete with new market entrants, brands are differentiating with innovative flavors, varying alcoholic strengths, and nutritional callouts, leading the number of RTDs on the Drizly catalog to expand by 35 percent from 2020 levels. Ready-to-drink cocktails have continued their rise in 2021, with share nearly doubling year-over-year from 2020. This expansion – led in part by craft brands entering the category – offers well-stocked retailers the opportunity to capitalize on these trends, especially during the winter months when no-ABV options take center stage in the wake of the holiday season. Supporting the overall trend of health-conscious consumption, 26 percent of respondents in Drizly’s annual retail survey believe the non-alcoholic category has the greatest potential for future growth. Today, over 90 percent of Drizly’s retail partners carry at least one non-alcoholic option, a percentage that has been increasing steadily over the past few years. Though this category still accounts for a relatively small portion of overall share, when comparing sales in 20 to date, the growth in this category is profound: Non-alcoholic spirits are leading growth with sales up over 600 percent year-over-year, non-alcoholic wine is up nearly 300 percent, and non-alcoholic beer is up by 200 percent over 2020 levels. This year, the growth of non-alcoholic offerings surpassed the growth rates of popular categories like RTDs and orange wine. Non-Alcoholic Offerings Will Go Mainstream With health-conscious consumption at the forefront, Drizly’s top predictions for winter sales highlight generational buying shifts and the proliferation of non-seasonal flavors across categories. “So retailers, specifically those in colder weather climates like Chicago or Boston, should pay close attention to weather as that will likely impact order patterns in the winter months as it has in years past.” “We typically see a spike in order in markets during rainy or snow days,” she says. ![]() Paquette recommends retailers stock up based on these consumption trends in tandem with weather systems in their local area for the best Q1 results. “While millennials under-index on wines compared to their overall share on Drizly, retailers should expect that this group in particular will seek wine brands that offer transparency with ingredients or how they are made,” says Liz Paquette, Drizly’s head of consumer insights. ![]() ![]() While RTDs and hard seltzers have dominated the “lighter” drinks category by offering lower calorie and lower carb options, Drizly data suggests Gen Z and millennial consumers are looking for similar transparency in their wines. “I think there’s still so much upside for better-for-you brands in this space.” “The simple fact is that sure, people might grab something that’s a little different in the colder months, but that doesn’t mean they want to be drinking full-bodied RTDs that are full of sugar,” says Kyle Cooke, the founder of Loverboy, which produces sparkling hard teas, spritzes, and RTDs designed with “better-for-you” attributes and nutrition labels. From non-alcoholic offerings to wines with ingredient labels and ready-to-drink (RTD) cocktails featuring nutrition facts, “better-for-you” beverage alcohol products are likely to remain strong through the winter 2021/2022 season. Yet this year, many consumers are continuing to reach for lighter, lower-ABV options across categories. As winter temperatures arrive across the country, seasonal favorites like red wines, IPAs, and flavored whiskeys are beginning to experience share gains. ![]()
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