As of July 9, LVMH, the team that owns luxury brands like Hennessy cognac, is entering the US ready-to-drink cocktail segment with the launch of Hennessy Very Special Cocktails, according to a press release. For the first time, LVMH leaders decided to combine Hennessy cognac with other ingredients like black tea, mint, and fruit juices in a packaged offering.
The growing trend for ready-to-drink and ready-to-serve cocktails in the US, is undeniable as alcoholic beverage makers of all sorts have thrown their names in the hat for the convenience-led beverage formats. However, this Hennessy line is differentiating itself by packaging with glass, as many other brands serve canned cocktails, reported Expana.
From newcomers to legacy brands, alcoholic beverage companies are expanding into the RTD category to capture evolving consumption occasions and reach younger, or more casual drinkers.
For example, on June 4, the team at Becle-owned Jose Cuervo unveiled a new lineup of canned tequila cocktails, as consumers seek convenience, flavor and bar-quality drinks in more casual settings.
Spirits-based RTDs grew 30% over the past year, while demand has also shifted toward more sessionable products in the 5% to 5.9% ABV range, according to Lander Otegui, EVP, Marketing & Innovation at Proximo Spirits.
“Our RTD consumer skews younger, with legal drinking-age Gen Z and Millennials making up the majority. They’re more spontaneous and looking for delicious cocktails they can enjoy at tailgates, concerts, beaches, pool parties and backyard barbecues,” said Otegui… “We’re also seeing strong momentum in bars, restaurants, stadiums and entertainment venues, where consumers increasingly expect delicious canned cocktails alongside traditional mixed drinks. They can also find them at retailers nationwide, including (but not limited to) Walmart, Kroger, 7-Eleven, Total Wine and select CVS locations, or consumers skip the trip entirely with fast, same-day delivery via DoorDash, Instacart and Uber Eats… It’s about making sure [it’s] present wherever consumers choose to enjoy…”
Image source: Adobe
Written by Ryan Gallagher
