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#HIGH NOON DRINK VARIETY PACK DRIVER#

Margaritas remain a consumer favorite, accounting for eight of the top 20 SKUs, but cocktails like Mai Tais and Cosmopolitans were new entrants to the list. Over the past 12 months, Drizly has seen new flavors gain share among the top-selling RTDs. Beyond the 20 top-selling SKUs, the fastest-growing RTD brands year-over-year in 2021 are The Long Drink Company, Crafthouse, On the Rocks, Austin Cocktails, and Two Chicks. In the top 20 list, alongside well-known, multi-serve RTDs like Skinnygirl and Jose Cuervo are Cutwater and Ranch Rider Ranch Water.

#HIGH NOON DRINK VARIETY PACK DRIVER#

“Despite distribution challenges last summer, the High Noon has proven to be a consumer favorite and a great sales driver for retailers who can keep it in stock, especially as spring and summer roll around.”ĭespite High Noon’s dominance, consumers are increasingly diversifying their RTD selections and reaching for newcomers, especially craft brands. “In liquor stores, canned RTDs like High Noon can often be found in fridges and shelves right next to their hard seltzer counterparts,” says Paquette. Paquette attributes some of High Noon’s success to the fact that it’s able to position itself as both RTD and hard seltzer-in fact, the vodka-based brand refers to itself as a hard seltzer. Not only did the High Noon variety pack become the top-selling RTD on Drizly over the past 12 months, besting longtime favorite Skinnygirl Margarita, but High Noon products currently comprise seven of the top 10 best-selling RTD SKUs.

Gallo Winery, High Noon sales grew 300 percent in 2020. According to Britt West, the vice president and general manager of spirits at E. High Noon’s domination of the RTD category is undeniable. High Noon Reigns-But Consumers Are Diversifying Preferences

On The Rocks Jalapeno Pineapple Margarita Cocktail (single-serve).

On The Rocks Hornitos Margarita Cocktail (single-serve).

Cutwater Tiki Rum Mai Tai (single-serve).

On The Rocks Effen Cosmopolitan Cocktail (single-serve).

Jose Cuervo Golden Margarita (multi-serve).

Jose Cuervo Authentic Lime Margarita (multi-serve).

Cutwater Tequila Margarita (single-serve).

Drizly’s 20 Top-Selling RTDs, February 2020 through February 2021 To help guide retailers in their RTD purchasing decisions, we analyzed Drizly data from the past 12 months to discover the brands, flavors, pricing, and packaging styles that are likely to drive the category through 2021. “With the vaccine rollout in motion and Covid-19 cases falling, we expect to see even more outdoor socializing as we did last late spring and summer.” “Retailers should expect RTD sales to rise as the weather warms, similarly if not more significantly than last year, and should stock their shelves accordingly,” says Liz Paquette, Drizly’s head of consumer insights. In 2020, the RTD share of the liquor category on Drizly tripled from 1 percent of share in Q1 to 3 percent of share in Q2. According to Nielsen, year-over-year off-premise dollar sales growth was 57 percent for the 52-week period ending August 8, 2020, and RTD sales were up 131 percent in September and October of last year.Īs we approach the summer months when consumers socialize outdoors and pandemic gathering restrictions relax as vaccinations rise, retailers should prepare for RTDs to become even hotter commodities. Sales of ready-to-drink (RTD) cocktails soared in 2020.