📈 NIQ: RTDs Poised to Become Mega Category

Brewbound Insiders are diving into the first installment of an Insider-exclusive quarterly series with market research firm NIQ’s bev-alc team. The inaugural feature explores the landscape of ready-to-drink products across beer, wine and spirits, the impact the growing segment is having, and what’s in store for the future. 

Insiders are also:

• Learning about a plant shutdown and layoffs at Ardagh;
• Getting details on a new warehouse for Reyes’ Golden Brands (newsletter exclusive);
• Reading about a brewery closure in New Jersey (newsletter exclusive);
• And watching the latest “not a beer ad” collaboration between Coors Light and Patrick Mahomes  (newsletter exclusive).

Insiders also have access to the Brewbound Newsletter Archive, including previous newsletter-exclusive Insider content.

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Or, be in the know on all food and beverage news from Brewbound, BevNET and NOSH with Insider All Access.

Editor’s Note: This is the first in a quarterly series of beverage-alcohol thought leadership pieces from market research firm NIQ’s bev-alc team of Jon Berg (VP) and Kaleigh Theriault (associate director). 

The beverage-alcohol industry is undergoing a transformative shift driven by the explosive growth of ready-to-drink (RTD) products. 

NIQ defines RTDs as single-serve offerings in portable packages. RTDs encompass hard seltzers, flavored malt beverages (FMBs), spirits, canned cocktails, and small-size wine and canned wine. These innovative products are not just reshaping existing mega categories of beer, wine and spirits, but are poised to become a mega category on their own.

Rapid Growth and Consumer Appeal

Compared to the traditional mega categories of beer, wine and spirits, RTDs are experiencing rapid dollar sales growth. This surge is primarily attributed to their unique selling points of convenience, variety and portability, which cater to specific consumer needs and occasions. 

Insiders can read more, including details on the broad demographic appeal of RTDs, the impact on beer, wine and spirits, and predictions for the future of the segment. 

Glass bottle manufacturer Ardagh will close its Houston plant in July and lay off 220 workers, the Houston Chronicle reported.

Ardagh spokesperson Gina L. Behrman told the outlet that the decision followed a review of “current market conditions.”

Insiders can read more, including additional commentary from Williams, including thoughts on consumer demand and “essential bottle brands.” 

The Brewbound team catches up on the latest news, including Allagash’s first foray into non-alcoholic adult beverages with Hop Water. Justin, Jess and Zoe discuss why this seems on brand for the Portland, Maine-based craft brewery, and why it may be a better entrypoint than NA beer.

Jess then shares why some cannabis users say they are drinking less, with a lot of caveats.

Zoe shares her experience at the Boston Celtics victory parade and thoughts on C’s guard Derrick White’s duck boat adventures. Zoe also breaks down her feature on the state of hard kombucha. 

The show wraps with a conversation on whether the spicy trend has fully taken hold in bev-alc. 

Listen here or on your preferred podcast platform.

Brewbound is excited to announce three additional speakers for the Brewbound Live business conference December 11 and 12 in Marina del Rey, California. 

The two-day conference will bring together leaders from all three tiers for business-focused conversations on driving the bev-alc industry forward, data presentations, networking and brand building at the Marina del Rey Marriott. 

Joining the speaker roster are:

• Arthur Moye, owner and CEO of Full Circle Brewing;
• Kaleigh Theriault, director of thought leadership, beverage alcohol vertical, NIQ;
• Brian “BK” Krueger, VP of business development and portfolio strategies, Bump Williams Consulting.

They join previously announced speakers include: 

• Natalie Cilurzo, co-owner, Russian River Brewing;
• Peter Skrbek, CEO, Deschutes Brewery;
• Lester Jones, chief economist and VP of analytics, National Beer Wholesalers Association;
• Jennifer Hauke, founder and president, Draftline Technologies.

Additional speakers will be announced in the coming weeks. Interested in speaking? Follow this link to see our speaker guidelines. 

In addition to the mainstage programming and networking parties, Brewbound Live will feature opportunities for one-to-one conversations between brewers and bev-alc brands and retail buyers from chains such as Whole Foods Market. Registered attendees will be considered for meetings with buyers, as space is limited. Find out more details here.

Brewbound Live tickets are available now.

At Brewbound Live in Marina del Rey, CA on December 11 + 12, beer and beverage-alcohol brands can participate in retailer one-to-ones. Leaders from Whole Foods Market will be available for private, pre-scheduled meetings. Brands will be selected at each retailers’ discretion.

As the world’s leader in natural and organic foods, with a vast network spanning over 500 stores, Whole Foods holds substantial influence in the market. These meetings present a unique opportunity for beer and beverage-alcohol brands aspiring to excel in retail channels focusing on natural and organic products. 

Participating brands can gain invaluable insights and strategic guidance tailored towards facilitating growth within these specialized retail environments.

You must be registered for Brewbound Live to be considered for a retailer meeting. Once you register for the event, you will receive an email with instructions for signing up.

Register for Brewbound Live Winter 2024.