Between Drinks
By Lauren Sabetta
What’s hot in RTD cocktails, mocktails
In a February 2024 Forbes article titled “Are Retailers Ready For The Ready-To-Drink Cocktail Boom?,” Linnea Geiss asks whether or not consumers are continuing to make indulgent purchases even in the face of economic challenges like high inflation.
Her answer, “The data certainly points that way.”
According to Geiss, convenience stores have seen an increase in sales over the past year — particularly within alcohol categories such as wine, liquor and beer — indicating that consumers continue to indulge in everyday purchases in the face of challenges like high inflation.
“One shining example is the rise in popularity of ready-to-drink (RTD) beverages, specifically in the pre-mixed cocktails and flavored malt beverages categories,” Geiss wrote. “In fact, recent data from my company indicates a 109% increase in RTD cocktail sales, presenting a golden opportunity for convenience retailers to capitalize on changing consumer preferences to help bolster their growth and profitability.”
Upgraded Points, Austin, Texas, meanwhile, released a recent study unveiling the most popular canned cocktails and mocktails in each U.S. state — given how these RTD drinks have made it easier for consumers to sip on something sophisticated without needing a bartender.
“In a diverse nation where convenience often meets sophistication, canned cocktails and mocktails have reshaped America’s drinking habits," said Keri Stooksbury, editor-in-chief at Upgraded Points, in a statement. “We wanted to highlight varying regional preferences while underscoring a broader trend towards easy-to-enjoy, sophisticated drink options — catering to both cocktail aficionados and those looking for nonalcoholic alternatives.”
To determine the most popular canned cocktails and mocktails in each state, Upgraded Points compiled a list of 74 popular canned cocktails and wines and 25 canned mocktails then analyzed the regional interest of the beverages on its list using Google Trends search data from May 2023 to May 2024. The company used high search interest as an indicator of popularity, it notes.
(Image courtesy Upgraded Points )
According to Upgraded Points, America’s top picks for canned cocktails and wines are as follows:
- High Noon has quickly become the favorite canned cocktail in seven states, including Rhode Island and Wyoming, it says. Known for its crisp and fruity vodka soda options like peach and watermelon, it is trending in hot states such as Kansas and Oklahoma, offering a respite from the summer heat, in notes.
- The top pick in five states, Bev offers an elevated canned wine experience ideal for those who prefer their vino glass-free, according to Upgraded Points. With its crisp notes, Bev is particularly beloved in scenic states like Montana and Vermont where its simplicity and elegance echo the natural environment, it says.
- Appreciated in five states, including Maryland and Delaware, Cutwater Spirits is celebrated for its high-quality ingredients and delicious flavors, the company says. These premium canned cocktails are a hit at social gatherings and celebrations, embodying a local appreciation for quality and convenience in equal measure, it notes.
- Popular in four states, including Louisiana and New Hampshire, Kim Crawford stands out for its vibrant, aromatic flavors, Upgraded Points says. This New Zealand wine brand brings a touch of international class to the canned wine market, it adds.
- In Florida, the Miami Cocktail Co. beat out larger national brands with a commitment to organic ingredients and vibrant flavors. Capturing the essence of a lively and diverse Floridian culture, this local favorite stands out in the bustling cocktail scene, the company says.
When it comes to the top canned mocktails, Upgraded Points provides a peek into which brands are trending across America:
- Hiyo Social Tonic claims the top spot in 11 states, including Indiana and Mississippi, it says. Known for its organic adaptogens and nootropics, Hiyo offers a health-conscious twist on refreshment, it notes.
- Leading in eight states, such as Alaska and Maine, Recess blends hemp extract with adaptogens to craft a soothing beverage ideal for unwinding, Upgraded Points says.
- Mingle Mocktails leads in seven states, including Illinois and Texas, according to the analysis. Originally launched in Philadelphia, Mingle’s fruity, sparkling concoctions come in seven varieties.
With the rise of canned cocktails and mocktails revolutionizing how we enjoy beverages, it seems that there are countless options for anyone looking to crack open a cold one this summer. BI
Unlocking your vacation self
Malibu announced its new summer campaign in partnership with TV personality Paige DeSorbo, to bring the vacation anytime, anywhere. Because there’s “everyday you,” and then there’s “vacation you”— and 78% of people wish they could be the free-spirited vacation version of themselves at home too, the company says. With the new Vacation You campaign consumers can transport themselves to paradise through no-travel-needed experiences and offerings from Malibu including the ResortPass x Malibu Vacation You cabana experience, available in select markets nationwide; the new LSPACE x Malibu exclusive tote bag; and the Malibu Paige Breeze cocktail, a mix of Malibu, sparkling water, pineapple and cranberry juice, it notes. “I’m so excited to be teaming up with Malibu, what better duo to advise on how to live your best vacation life,” DeSorbo said in a statement. “No matter your location, I’m here to tell you that you can unlock your vacation self in simple ways that starts with finding a spot to meet up with your friends, putting on a fabulous outfit and sipping a delicious cocktail like my Malibu Paige Breeze.” To book the Malibu x Resort Pass cabana experience, purchase a Malibu x LSPACE bag, and learn about DeSorbo’s tips on being the best vacation-self this summer, consumers can visit MalibuDrinks.com.
Kona Big Wave opens The Aloha House
Kona Big Wave is kicking off summer and bringing the Aloha to consumers by opening the doors to the ultimate vacation destination: The Aloha House. With two locations, set in the Florida Keys and Park City, Utah, the Kona Big Wave Aloha House is a destination that brings people together, fosters connections and embraces the true spirit of Aloha, the company says. Throughout the summer, consumers across the U.S. mainland can visit konabigwave.com/konagetaway to enter the Kona Getaways Sweepstakes for a chance to win a stay at one of Kona Big Wave’s Aloha Houses or other prizes. Four grand-prize winners will be granted a three-night stay and transportation credit for them and three of their friends. “At Kona Big Wave, we always say the Aloha spirit is not a specific location or setting, but a mindset — one that our beer can immediately deliver with its easy-drinking island refreshment,” said Meredith Ruskin, vice president of marketing for Kona Big Wave, in a statement. “The Kona Big Wave Aloha House serves as a celebration and physical manifestation of the Aloha spirit, and we’re so excited to invite fans into this one-of-a-kind experience that delivers adventure and meaningful connection with your Ohana over ice-cold liquid aloha.”
Did You Know?
Alternative wines — encompassing natural, organic, sustainable and Fair Trade — offer opportunities for growth in some markets.
Although climate concerns are not enough in themselves to justify the purchase of these products, alternative wines continue to buck broader industry trends thanks to a strong perceived association with higher quality and better-for-you attributes, according to IWSR drinks market analysis consumer tracking data.
“Alternative wines — in a pessimistic wine landscape and under growing economic pressure ― continue to offer opportunities for growth,” said Richard Halstead, chief operating officer for consumer research at IWSR, in a statement. “The typical consumer audience is younger legal-drinking aged wine drinkers who have positive associations with the segment and are willing to pay for products that align with their needs and values.
“While sustainability and climate concerns remain factors driving purchase for these categories, the alternative wine audience is now more focused on quality and suitability for their personal needs,” Halstead continued. “Combining this factor with the growing trend for purchasing less but better, spending on alternative wines is easier for consumers to justify.”
Icelandic Glacial announced two new TV spots to support its brand campaign: You Are What You Drink, Be Exceptional. The eight-week campaign features prominent Icelandic talent, Michelin Star Chef Þráinn Freyr Vigfússon and Adventure Photographer Ása Steinars. The two 15-second spots offer a unique glimpse into the lives of Vigfússon and Steinars, showcasing their skills amidst Iceland’s dramatic elements. In “Fire,” Vigfússon utilizes Icelandic Glacial water while cooking over volcanic lava rock. In “Ice,” Steinars explores ice caves and enjoys Icelandic Glacial water while searching for the perfect shot. “Celebrating our commitment to excellence, the Be Exceptional campaign highlights Icelandic Glacial’s journey to becoming one of the leading premium water brands in the world, renowned for its purity, quality and environmental responsibility,” said Michelle Grieco, vice president of marketing at Icelandic Glacial, in a statement. The Phoenix Media group filmed and produced the two spots. 26 Dot Two led the extensive media plan, including airings on Hulu, Peacock, Bravo and during “The Bachelorette” in the Los Angeles and Orange County area, the company notes. The campaign will be supported by paid social media ads and Amazon videos, it says.
Being exceptional