Ready for Summer?

These products sell more during the summer months as it is the ideal format for both planned and impromptu picnics and BBQs. They are also popular for taking to parties and for drinking before setting off to the pub. Lockdown would have seen more consumers purchasing these to drink at home rather than mix their own.

Prior to lockdown, the biggest selling types of RTD were spirit based, both the traditional cans and other spirit-based alcopop-style drinks such as WKD and Smirnoff Ice.

There was a significant peak in sales during the first lockdown from March through to July 2020 as pubs, clubs and restaurants closed. Cocktails did well during lockdown, although with a much lower rate of sale. Both varieties increased sales during lockdown and have also continued to do well as restrictions eased, maintaining a higher rate of sale than pre-pandemic.

Over the last 12 months, RTD’s share of alcohol sales has risen again, with the highest share in July 2021 (4.5%).

This year the % share for RTD of total alcohol for April is at 4.3% which could mean higher peaks as we move into summer. Stores should expect to see elevated sales, especially of those lines highlighted in the tables below.