The Growth of Ready-To-Drink (RTD) Beverages in the UK: Implications for the Travel Industry
The Ready-to-Drink (RTD) market in the UK has seen impressive growth in recent years, spurred by evolving consumer preferences, the influence of the COVID-19 pandemic and notable innovation within the sector. The travel industry, particularly cruise lines, airports, and airlines, can capitalize on these trends as RTDs offer a high-quality, consistent and convenient option for travellers. This article explores the drivers of RTD growth, the current market landscape, and emerging trends, highlighting how RTDs align with the travel sector’s need for efficiency, quality and ease of service.
Changing Consumer Preferences
Modern consumers, especially Millennials and Gen Z, demand convenience without sacrificing quality. RTDs cater to these needs by offering premium, pre-mixed cocktails and hard seltzers that deliver a consistently high standard in taste, mouthfeel and presentation. For the travel industry, RTDs provide a valuable solution, allowing establishments to offer upscale, bar-quality beverages with minimal preparation. This ease of service enhances the traveller experience, whether they’re enjoying a cocktail in an airport lounge, on an airplane or aboard a cruise ship.
In addition to convenience, health-conscious consumers have played a significant role in reshaping the RTD category. Many RTDs are marketed as "better-for-you" alternatives, with lower calorie and reduced sugar options. While hard seltzers have captured attention for their perceived health benefits, premium RTD brands like Moth and Pimentae have redefined standards in the category by incorporating high-quality spirits and innovative, authentic flavours. These brands are especially appealing in travel settings, where providing a reliable, repeatable standard of taste is crucial to delivering a satisfying experience across diverse service locations.
Impact of the COVID-19 Pandemic
The pandemic created a shift in consumer behaviour that continues to influence the RTD market. With the closure of traditional venues, consumers began seeking bar-like experiences at home. RTDs gained popularity for their ease of use, quality and variety; which translate seamlessly to the travel industry. For airlines, airports and cruise lines, RTDs offer a fast, efficient way to deliver premium drinks in an environment where guests value both the consistency and taste of a well-made beverage.
In particular, the travel sector’s on-trade environments benefit from RTDs’ standardization, which ensures a consistently high-quality experience, regardless of location or time of day. As global travel reopens, this expectation for quality and authenticity underscores the value of RTDs in meeting the demand for upscale, repeatable and versatile drink options.
Market Landscape and Key Players
The UK RTD market is diverse, with a broad range of products that cater to various tastes and preferences. Pre-mixed cocktails and hard seltzers are popular categories, with key players like Bacardi, Jack Daniels and Smirnoff leading the market. The innovative offerings from artisanal brands like Moth and Pimentae however, are setting new standards in quality and taste. Each Moth cocktail, for example, is crafted with premium spirits to ensure a rich, bar-quality taste and mouthfeel, while Pimentae Premium Margaritas deliver an authentic, expertly blended experience that rivals freshly mixed cocktails.
For the travel industry, these premium RTDs are an ideal fit, allowing companies to offer travellers a consistent, high-quality drink with every pour. Such brands bring a level of authenticity and attention to detail that appeals to today’s discerning consumers, who value both taste and convenience in their travel experiences.
The Road Ahead: RTDs in the Travel Sector
The trend toward premiumization and innovation in RTDs is expected to continue, aligning seamlessly with the demands of the travel industry. Compass Supply Solutions is committed to delivering market-leading RTD options to the travel sector, partnering with premium brands like Pimentae Premium Margaritas, Tom Savano Cocktails and Moth RTD cocktails. These collaborations allow travel sector partners to offer consistently high-quality, authentic drinks that satisfy modern travellers’ desires for convenience, taste and a touch of luxury.
CSS remains committed to keeping travel industry partners ahead of drinking trends by reviewing these shifts in consumer preferences and sourcing innovative flavours and new suppliers. This proactive approach ensures that their customers stay at the forefront of the evolving beverage landscape, with CSS ready to support them with the emerging demands by securing the finest new products. By incorporating these premium RTDs into airports, airlines, and cruise lines, CSS not only enhances the drink experience but also supports travel partners in meeting and exceeding traveller expectations. These partnerships offer travellers a repeatable, upscale drink experience that marries convenience with quality, redefining luxury and enhancing guest satisfaction across the travel landscape.
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