The frenzy of modern times has led to an increase in consumption of “Ready to Drink” (Rtd). There are currently several types of drinks: from breakfast products made of tea or coffee to soft drinks for the aperitif. Among the alcoholic versions you can find distillates, spirits or liqueurs expertly mixed by professionals with fruit juices or soft drinks.

The latest research by Cga by Niq reveals that 24% of Italians have consumed this type of drink in the last six months and 53% are willing to try it. The age group of Gen Z is most interested in Rtds: 45% require new tastes to market and 7% expect an increase in consumption. The ranking of the most consumed Rtd in Italy sees: at the first place the pre-mixed cocktails with 46%, followed by seltzer alcohol with 38%, distillates and mixers with 30% and alcopops with 14%. 

The recommendations that respondents give to further increase consumption are: 45% to value for money, 23% to visibility in the premises, 19% to offer involving soft drinks or low-alcohol and 14% to an increase in advertising.

“The traditional panorama of wine, beer and spirits in Italy is changing and on the tables of the clubs are gradually gaining space even drinks like the Ready to Drink.”, Valeria Bosisio, client success & insights manager of Cga by Niq, said. “The evolution of consumer taste, mode of administration and alcohol content have always characterized the beverage sector and it is important to know the changes taking place in order to satisfy demand. For the sector operators will be in fact fundamental to include and support the growth of this category, given the strong demand and propensity to consumption by the Italians, especially young adults“.

Source: Winenews