Alcohol ready-to-drink is one of the fastest-growing segments in alcohol. This has been shaped, in part, by today’s consumers embracing a “less but better” approach, trading frequent drinking sessions for premium experiences that deliver on taste and quality.
Within alcohol ready-to-drink, this shift has sparked widespread innovation across the sector. Brands are experimenting with bold flavour combinations, while established heritage names within soft drinks are helping drive growth through smart partnerships.
So how are stores responding beyond “cold is sold”, how can they optimise and grow their sales? We caught up with Elaine Maher, associate director of alcohol ready-to-drink at Coca-Cola Europacific Partners GB and Mariana Branco, alcohol ready-to-drink category lead Europe at The Coca Cola Company to find out what’s driving this growth and how retailers can make the most of the opportunity.
