Andrew Dobbie, founder of creative agency MadeBrave – which offers services across branding, culture and growth for the drinks and FMCG industries – highlights strategies that brands can employ to make a splash in the highly competitive ready-to-drink market.
READY-TO-DRINK alcohol brands are flourishing, with consumers increasingly seeking them out for both their convenience and their quality.
In fact, by offering consumers a way to discover new brands and enjoy a wider variety of consumption occasions and flavour profiles, alcohol packaged into RTDs is increasingly taking market share from beer and wine.
According to NielsenIQ, RTDs accounted for a staggering £3.2 billion global in sales in 2023, reflecting a growth of over 30% year-on-year.
However, with countless products vying for consumer attention, getting your own product to stand out is more critical than ever.
Walk into any licensed grocer, you’ll know exactly what I’m talking about – the shelves are stacked with a multitude of possibilities, with even the big guns trying to get in on the action, from IRN-BRU to Absolut!
So, in a bid to help you rise above the RTD-rest, here are four strategies to apply in this highly competitive market.
Beyond the tastebuds – connect with consumers ‘beyond’ the flavour and product.
While taste is vital, establishing emotional connections can elevate a brand above the competition.
The Brand Equity Index reveals that brands fostering emotional bonds see a 25% increase in sales. RTD brands should focus on storytelling that highlights the origins of their ingredients or the craftsmanship behind their cocktails.
For example, brands emphasising local-sourcing or sustainability can resonate deeply with eco-conscious consumers, creating a narrative that engages beyond just the product.
Find an entry point into culture.
Successful brands tap into current cultural trends, aligning their products with consumer lifestyles to increase relevancy.
The rise of social media platforms like TikTok means that brands must engage with pop culture in real-time. For example, the recent surge in popularity of ‘tropical’ cocktails such as passion fruit martinis and piña coladas, offers RTD brands the opportunity to position themselves within trending conversations.
Collaborating with influencers or creating limited-edition flavours tied to seasonal events can help brands maintain relevance and visibility.
Do something in the real world.
In a world where experiences often outweigh possessions, creating shareable moments is essential.
RTD brands can develop memorable experiences that invite consumers to engage and share on social media. A prime example is Jellycat’s recent ‘Fish and Chips’ pop-up at Selfridges in London. This unique event combined a beloved British dish with the brand’s playful aesthetic, featuring immersive experiences that delighted attendees.
The pop-up was praised for its creativity, allowing visitors to enjoy a whimsical take on a classic meal while connecting with the brand on a personal level. With 74% of event attendees sharing experiences on social media (EventTrack), this is a great example of how an unique activation can significantly amplify brand reach.
Show up in surprising ways.
Creativity can set a brand apart, especially when it manifests in unexpected collaborations or innovative marketing strategies.
The Jellycat example serves as an inspiration, demonstrating how immersive experiences can generate buzz. RTD brands could consider unconventional partnerships or unique marketing campaigns that catch consumers off guard.
Whether it’s teaming up with local food vendors for exclusive pairing events or launching quirky limited editions tied to holidays, these surprises can spark interest and conversation.
And don’t just hand over a can on your next sampling activity; think outside the box and do it differently. A vending machine, a citywide treasure-hunt, or even an arcade grabber crane – these are all highly engaging options that would deliver so much more for your brand, both on and offline.
As the RTD category continues to flourish, standing out requires a multi-faceted approach. By forging emotional connections, tapping into culture, creating memorable experiences, and embracing creativity, RTD brands can carve out a significant share of the market pie. You just need a little bravery!
*MadeBrave has recently been appointed by Red Star Brands to help drive awareness for its Four Loko RTD beverage.
