Localised tastes
Localised tastes can require a local strategy. In recent years Australia and New Zealand, where around 10% of global RTD volume is consumed (Euromonitor International), have emerged as two of the biggest markets for RTDS. This August saw the launch of Jägermeister’s first foray into pre-mixed cans with Jägermeister Raw (which includes guarana extract) and Jägermeister Ginger Lime, exclusively to the Australian market. Suntory Australia, which distributes the brand, seems to have plans to unseat Jägermeister from its usual bar stool and take it to the “home, parties and barbecues”.
Beam has also been watching Australia closely. In September it launched Jim Beam and Canadian Club in keg format, hoping the 5-litre “sharing kegs” would be a hit at summer barbecues and parties.
“The 5-litre party kegs are an exciting new way for people to enjoy their favourite pre-mixed spirit with a bunch of mates, while the innovative pressurised format ensures the mix stays fresh and bubbly for up to 30 days in the fridge. A great, fun alternative to a case of premium beer,” says Ray Noble, brand director, bourbon, at Beam Global Australia.
Grant’s, meanwhile, is eyeing expansion from the UK. “RTDs are well established in markets such as Australia and New Zealand so these may also be key markets in which Grant’s will look to expand,” says Dickson.
Perhaps we shouldn’t be surprised at the popularity and spread of the new wave of pre-mixed drinks. The trend has long been towards reducing consumer exertion. Perhaps one day the pulling of a ring or manual lifting of a can will be too much of an effort. The brand that makes life easiest for the mainstream consumer will surely do well. Because whatever the format of the day, convenience sells.
