The generational shift in demographics along with cultural changes are revealing themselves in how people enjoy their alcoholic pleasures – latest Nielsen data shows that ready-to-drinks along with convenient single-serves are winning customers in increasing numbers. Note, “And while spirit- and wine-based ready to drink cocktail sales aren’t skyrocketing the way malt-based cocktail sales are, they are growing exceptionally well. They both posted sales growth close to 40% higher in the latest 52 weeks compared with sales from a year ago.” Canned wine posted 77.5% growth and Tetra-Paks 14.6%! “There are now 22 wine brands that can 386 different wine items and generate more than $81 million in annual sales. A year ago, canned wine accounted for about $46 million in annual sales.” Canned wine is growing at a pace not seen since the introduction of the 3-L fine wine bag-in-box.
“To be a consumer today is a glorious thing. Innovation is everywhere and the abundance of choice has never been so plentiful. For brands, however, staying top of mind and in shoppers’ baskets amid this proliferation of choice has never been more challenging. And looking across consumer packaged goods (CPG) categories, few could be considered as jam-packed with competition as the adult beverage category.”