Why RTDs Fit the New Shape of Socialising.
RTDs have become one of the fastest-moving parts of drinks. New flavours, formats, functions and alcohol levels keep arriving, giving people more choice than ever.
That choice tells us something bigger about where the category is heading. People can now pick a drink around the moment they are in, how they want to feel and what they need from it. On a Friday, that might mean marking the end of work, getting ready to go out and winding down later. The drink can change with each shift.
For brands, this changes the brief. RTDs have the freedom to go almost anywhere. The challenge is knowing why your brand belongs when it gets there.
Every RTD needs a social job
We think the next stage of RTD growth will come from brands getting much clearer about the role they play in people’s lives. We call that the social job.
A social job gives the product a clear role in the moment. Beats Senses has built itself into the pre-game, tapping into the music, outfit checks and anticipation that get the night going. MOTH has nailed the freedom of the format, taking proper cocktails into festivals and other places where the bar simply doesn’t work. Angostura’s Chill opens up another role, taking a brand with deep roots in cocktail culture into a bright, non-alcoholic social space.
Some behaviours still feel up for grabs. We’re seeing people treat the drink in their hand as part of the look, choosing packs they want to be seen with and photographing them as part of the moment. The pack can become another visible expression of taste, mood and culture.
Find a social job that feels true to your brand and you gain a clearer reason to exist in that moment. It can sharpen innovation and shape how the brand shows up, from pack and shelf to the wider consumer journey.
“A strong RTD gives people a reason to reach for it. A strong social job gives them a reason to reach for it again.”
That matters commercially.
Your competition changes too.
Once you define the job, the competitive set changes with it.
Someone looking to unwind may choose a canned cocktail, a beer, a no-alcohol serve or a functional drink. The category label matters less than the role each product can play. That is where the real competition sits.
That clearer view helps brands see where the market is crowded, where there is room to move and what the product needs to do better. It can guide portfolio choices, product development and how the brand shows up.
Where we think RTDs go next
The next step is personal choice. We can see a future where people build their own RTD repertoires around the week ahead, choosing different strengths, flavours and functions to match the moments they have planned.
That has big implications for how brands build portfolios. Each product can answer a clear need and earn its place in the range. For brands, that creates scope for smarter extensions, more reasons to buy and a portfolio that can stretch without losing what makes it distinctive.
It also raises harder questions. Which needs matter most to your audience? Which social jobs can your brand credibly own? And which opportunities could change the fortunes of the brand rather than simply add another SKU?
These are the questions behind our Future of Socialising: RTD Edit. We’ve mapped the shifts in behaviour, the new roles RTDs can play and the rituals we believe will shape what comes next. We use that thinking to help brands find the right opportunity, then turn it into something people want through strategy, innovation and design.
So, what social job could your RTD own?
If you’re planning an RTD, growing a portfolio or looking for the next source of growth, come and talk to us. We’ll take you through the full RTD Edit and explore where your brand could gain momentum next.
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