Wine-Based RTDs Making Their Presence Felt At Retail
Amid the surge in spirits-based RTDs in the U.S. market—creating a category that approached 70 million cases last year, up from less than 10 million cases in 2019, according to Impact Databank—wine-based premixed cocktails have also been carving out significant space. Two wine-based RTDs recently earned Impact “Hot Brand” honors for their 2024 performances: BeatBox (+79% to 5.4 million cases) and BuzzBallz Chillers (+14% to 1.5 million cases).
Convenience, flavor, and eye-catching packaging are attracting the attention of young, legal-drinking-age adults. BuzzBallz Chillers ($4 a 200-ml. container) and BeatBox ($4 a 500-ml. carton) are blazing the trail. “BuzzBallz have been going like crazy,” says Andrew Mendez, vice president of operations at three-unit convenience store chain Mendez Fuel in Miami. “The people buying the BuzzBallz are not just buying one. They are buying three or four. BeatBox is also selling.”
Other popular wine-based RTD brands at Mendez include Beach Juice ($5 a 500-ml. carton), Flybird Baja Lime Margarita ($3 a 12-ounce can), and the wine spritzer Briosa ($3 a 12-ounce can). While customers often buy multiple wine-based RTDs per retail ring, Mendez says they prefer choosing single packages. “I tried four-packs, but everyone always wants to buy the singles,” he says.
In Pennsylvania, the state’s Liquor Control Board (PLCB) has 92 wine-based RTD SKUs in its outlets, up from 86 a year ago. “Fine Wine & Good Spirits stores bring in more wine-based RTDs for the summer, so sales trend higher from June through August,” says Darrell Clarke, chairman of the PLCB. “RTDs are a big summer category because of their ease of use and portability.” The PLCB markets wine- and spirits-based RTDs similarly at its retail stores.
“A popular wine-based line for us is Pennsylvania-made Daily’s Frozen Cocktail pouches ($3 for10-ounces), which are available in a variety of flavors,” Clarke notes. “We also have a range of Rancho La Gloria Margarita wine cocktails ($11.39 a 750-ml.) that are quite popular.”
Happy Harry’s Bottle Shop, which has five locations in Fargo and Grand Forks, North Dakota, currently carries 14 wine-based RTD SKUs. “I don’t believe there is any distinction between the demographic of wine-based versus any other RTD base,” says CEO Dustin Mitzel.
“It comes down to flavor profile and price. The demographic for the category would be 30- to 50-year-olds, leaning more female. The RTD category, when you factor wine, spirits, and malt, has become such a major part of the beverage alcohol sales mix.”
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