MIXOLOGY+60%

NATURALFLAVOR+5%

MINDFULDRINKING+35%

THEFUTUREOFRTDs

TheNow,NextandFutureofDrinking

THEFUTUREOFRTDS

HardSoda

TheRTDspace

hasexploded

Backin2017,ourAI-powereddatapredictedtheemergenceofHardSeltzers.

8yearsandbillionsofdollarsinsaleslater,awildarrayofready-to-drinkproductsarenowavailable.

Butasthespacegetsmoreandmorecrowded

–brandsarefindingithardertodifferentiateandremainrelevanttoconsumers.

Michelada

VodkaRTD

RumRTD

HardSeltzer

Beertails/

Beer

Cocktails

Chelada

ColdBrew

Hard

Coffee

Organic

Hard

Seltzer

WineSpritzer

SweetHard

Tea

Sangria

Pre-MixedDrinks

FlavoredMalt

Beverages

Hard

Coconut

Water

BeerShandy

Ranch

Water

Hard

Kombucha

TequilaRTD

Frosé

Alcopop

HardPunch

WineCooler

GinRTD

RTD’s

SparklingHardTea

Inthisreportwewillexplorehowcanbrandscaninnovateinthisspace–now,nextandinthefuture.

HardTea

Canned/RTDCocktails

KEY:__________________

SpiritMixers

HardCoffee

AperolSpritz

WhiskyRTD

●SPIRITS&LIQUEURS●BEER&CIDER

BLACKSWANDATA

●WINE&BUBBLES

THEFUTUREOFRTDS

Weare

BlackSwanData

Theinsightsinsidethisreportdonotcomefromsurveys,panelsorfocusgroups.Thereareno

questionsasked.Noranypromptedresponses.

OurtechnologyappliesAIandpredictiveanalyticstomillionsofsocialandonlinedatapointsto

understandbehavioraltrends.

Itidentifies,connectsandpredictsemergingtrendsandfutureconsumerneedswith

89%accuracy.

Weoffersolutionsthatleveragethisdata

andenablebrandstomakefaster,confident,

evidence-drivendecisionsalongtheinnovationprocess.

It'sinnovationdowntoascience.

BLACKSWANDATA

THEFUTUREOFRTDS

BLACKSWANDATA

Adifferentapproach

Thisreportwascreatedusingour

consumerintelligenceplatform

Howdoesitwork?

Ourplatformretrievesalltherelevantconsumerconversationsinacategory;inthisexample,8+millionUSA,Spirits&Liqueursconversations.

WeuseAIanddatasciencetoisolatealltheindividualtrendingtopicsand

understandhowtheyladder-upintomacrocategorygrowthdrivers.

Thisdynamicsegmentationframeworkisrefreshedmonthlyandevolvesas

consumersandthecategoryevolves.

Game-changingcapabilities

InsightandInnovationteamsloveusingthisdataasithelpsthem

makebetterdecisionsalongtheNPDprocesswhenevidence

islackingandthepathisunclear.

Fromactivatingdemandspacestooptimizingon-packclaims–our

solutionsgiveyouanswersatafractionofthetimeandcostoftraditionalresearchmethods.

5

GrowthDrivers

13

TrendClusters

5,825

Trends

USA,Spirits&Liqueurs

(Feb2022–Feb2024)

Ourdataanalyzesthecategorybyhowconsumersactivelytalkaboutitonline.

8,722,489

OnlineandSocialDataPoints

THEFUTUREOFRTDS

Ourdatascience

metricsexplained

MaturityCurve

NEXT

NOW

KnowWHATtrendstoprioritize.WHYtheyshouldbeactivated.AndWHENtoactonthem.

Maturity

Determine

WHENtoact

Associations

WHYarethey

growing?

TrendPredictionValue(TPV)WHICHtrendstoaction?

Conversation

Volume

+

ConversationGrowth

+

Future

Forecast

0%

100%

0%meansthese

trendsarenot

talkedabout

together;there’s

noassociation

100%means

theyalways

appeartogether;

there’sahigh

association

BLACKSWANDATA

THEFUTUREOFRTDS

Whyareconsumers

Mixology#1

Pre-Mixed#27

choosingRTDs?

Gluten-Free

#4

EasyToDrink#14

SoberCurious#24

Convenience#8

NaturalIngredients

#23

Digestion#49

OntheGo#67

DayDrinking

WehavesurfacedalltheconsumerneedstalkedaboutinthecontextofRTDs.

#134

ReducedCalorie

#137

Fruity

#211

LowSugar

#229

Labelling

#340

Infused

#348

Caffeine-Free

#209

Refreshing

#223

NaturalFlavour

#274

Garnished

#334

Theseneedsareatdifferentstagesofmaturity,rangingfrommoreestablished,matureneedssuchasReducedCalorieorLowSugar.

Alternative#60

Innovative#61

HealthConscious

#184

GrowingneedslikePremiumandMixology.Andemergent,morenicheneedssuchasMindful

2-5ABV#64

DrinkingandFunctionalBeverages.

QualityIngredients

Prebiotic

#66

#198

AwardWinning#77

FunctionalBeverage

#254

Aroma

#99

NoAddedSugar

ConsumersareexpectingRTDstodeliveronawidevarietyofneedswhileofferingsomethingdifferentandexperimental.

#117

MindfulDrinking

#422

SimpleIngredients

#139

0-2ABV

Premium

#241

Nitro-Infused

Forbrands,thereremainsampleopportunitytoinnovatewithinthissub-category.

#237

Craft

Adaptogenic

#301

#560

#240

Natural

#314

GROWING

DORMANT

MATURE

EMERGING

BLACKSWANDATA

THEFUTUREOFRTDS

NOW

NEXT

FUTURE

#1

#2

LowAlcoholAlternatives

Now,nextandfutureneeds

We'veclusteredtheindividual

Convenience

#3

#4

Premium&HighQuality

consumerneedsintolarger,thematicneed-spaces–fromConveniencetoNewExperiences.

BetterFor

You

#7

MindfulDrinking

TheyrepresentthekeyneedsforRTDconsumersintheUSA.

Basedonthegrowthandvolumeofeachspace,wecanmapthemontoamaturitycurve.

#5

#8

Refreshment

Thishelpsusestablishwhichshouldbeactedonnow,nextorinthefuture.

#6

New

Experiences

Natural

Ingredients

EMERGING

GROWING

MATURE

BLACKSWANDATA

THE

NOW

THENOW

We’regoingtofocusonthe

mature,BetterForYouneed-spaceandconsumers'evolvingdemandsrelatedtohealth.

TheyareseekingRTDsthatfitwithintheirweight-lossandwellnessgoals.

NoAddedSugar,DigestiveHealthandGluten-Freeareamongseveraltrendsgaining

momentumrightnow.

#1

Convenience

#2

BetterForYou

#3

Volume

6,164

2,328

547

1,147

1,310

846

24,104

Trend

Gluten-Free

DigestiveHealth

NoAddedSugar

ReducedCalorie

Caffeine-Free

LowSugar

NutritionalLabelling

TPV

4

49

125

133

209

219

344

BetterForYou

#5

Refreshment

LowAlcoholAlternatives

Natural

Ingredients

Experiences

EMERGING

MATURE

BLACKSWANDATA

GROWING

THENOW

InsideBetterForYou

Ourdatatellsusthatconsumersturnto

ArtificialFlavoring

TPV#265

Vol:812

Growth:-4%

GlutenFree

TPV#4

Vol:6,172

HardSeltzersfortheirhealthcredentials–buttwounmetneedsareemergingrelatedtoflavorandspecificdietary

requirements.

Growth:+X%

Dietaryrequirements:ConsumerschoosetodrinkHardSeltzersandsimilarproductsbecausetheyareLowSugarandLowCarb.

NaturalFlavor

TPV#275

Vol:1,005

Growth:+5%

LowCarb

TPV#204

Vol:1,065

TheyareperfectfordrinkerswhoareCalorie

Counting.

Growth:+2%

Butconsumersarenowsearchingforoptionsthatfitinwithmorespecificdiets,suchasKeto-BasedandGluten-Free.

NaturalIngredients

TPV#23

Vol:2,106

Growth:+19%

CalorieCounting

TPV#296

Elevatedflavors:ConsumersarelookingforhealthierRTDswithauthentic,bolderflavor

Vol:295

Growth:+1%

combinations.

Intheiropinion,HardSeltzerstasteartificialandlackflavorfulpunch.

Trendsassociated

withBetterForYou

BLACKSWANDATA

They'reseekingbeverageswhicharemadeof(andtasteof)NaturalIngredientsincludingrealfruits.

THENOW

Innovation

springboard

Usingourplatform,we'vesurfacedtrendsthatcanhelpsolvetheflavorproblemforHardSeltzers.

Consumerswantbrandstomovebeyondbasicfruitflavors.

Flavorsinspiredbycocktailsanddesserts,suchas

PinaColadaandDreamsicleareanexciting,emergingarea.

Adessert-inspiredhardseltzer,infusedwithpureestoaddtexturewillallowconsumerstoindulge–withouttheexcesssugarsandcalories.

BLACKSWANDATA

Dreamsicle

TPV#144Vol:225

Growth:+1%

Margarita

TPV#262

Vol:69,751

Growth:+26%

Citrus

TPV#540

Vol:24,031

Growth:+19%

PassionFruit

TPV#455Vol:9,328

Growth:+13%

COCKTAILS

Daiquiri

TPV#57

Vol:11,108

Growth:+16%

PinaColada

TPV#64

Vol:7,694

Growth:+5%

INGREDIENTS

Watermelon

TPV#547

Vol:17,357

Growth:+14%

FruitPurée

TPV#196Vol:379

Growth:+10%

TASTINGNOTES

TrendsassociatedwithHardSeltzers

CrispFizzy

Vol:3,072

Growth:-5%

Vol:6,382

Growth:+2%

Bold

Vol:1,267

Growth:+9%

Effervescent

Vol:775

Growth:+3%

BoldFlavour

TPV#79

Vol:1,228

Growth:+21%

Unique

TPV#251

Vol:49,535

Growth:+20%

Gluten-Free

TPV#4

Vol:6,164

Growth:+22%

Innovative

TPV#61

Vol:16,038

Growth:+18%

THEMES

BLACKSWANDATA

THENOW

Brand

spotlight

NaturalIngredients

TPV#23

Vol:2,106

Growth:+19%

NaturalFlavor

TPV#275Vol:1,005

Growth:+5%

SmoojisaMichigan-basedsmoothiebrandthatoffershardseltzersmoothiesinaRTDformat.

Theirslogan?The"seltzerisboringandwearenot".

Trends

associatedwithSmooj

SimpleIngredients

TPV#237Vol:456

Growth:+13%

Theirproductsdeliverbold,naturalflavorcombinations,includingStrawberryand

BananaandaPinaColada(withrealfruit).

Thesehardsmoothiesarelowincalories,

Gluten-Free

carbsandsugar.Aswellasbeingglutenanddairy-free.

TPV#4

Vol:6,164

Growth:+22%

Smoojiswinninginthe"I'mhealthyandI'mtasty"arena.

PinaColada

TPV#64

Vol:7,694

Growth:+5%

swn

THE

NEXT

THENEXT

What'snextforRTDs?We’veidentified

agrowingneed-spacewithinourSpirits&LiqueursdatasetthatrelatestoPremium&HighQualityoptions.

Consumersaredemandingproductsthat

offerheightenedsensoryexperiences,superiortasteanduniqueingredients.

TheyarebeingdrawntoRTDsthatconveyexclusivity–ameansofelevatingsocialoccasionsand

expressingpersonaltastes.

Premium&

#2

HighQuality

LowAlcoholAlternatives

#3

Volume

16,038

984

12,506

42,446

31,213

Trend

Innovative

QualityIngredientsAwardWinning

Craft

Premium

TPV

61

67

74

239

243

#7

MindfulDrinking

#4

Premium&

HighQuality

#8

#6

New

Experiences

Natural

Ingredients

BLACKSWANDATA

EMERGINGGROWINGMATURE

THENEXT

Trendsassociatedwith

Premium&HighQuality

Exciting

TPV#54

Vol:14,699

Growth:+16%

InsidePremium&HighQuality

WorthSpendingMoreFor

TPV#159Vol:6,452

Growth:+11%

ConsumersaredemandingpremiumRTDsthatmimictheexperienceofbar-qualitydrinks.

Experiential

TPV#126Vol:583

Growth:+16%

Demandisgrowingforcraftedalcoholicbeveragesmadeofhigh-qualityingredientsthatprovideportabilityand

AuthenticTaste

TPV#180Vol:248

Growth:+39%

diverseflavors.

Butbeyondtasteandconvenience,they'researchingforproductsthathintatCraftmanshipandareWorth

SpendingMoreFor.

CannedCocktails

TPV#318Vol:3,967

Growth:-29%

OurdatasuggestsconsumersviewCannedCocktailsasapremiumoption.

ButitalsorevealsanunmetneedandgapinthemarketforRTDsthatalignwiththebar-qualityexperience.

Drinksthatelevatespecial(andunspecial)occasions.

BLACKSWANDATA

THENEXT

PremiumWhisky

PremiumVodka

TPV#39

Vol:1,817

Growth:+13%

TPV#61

Vol:1,729

Growth:+13%

Theriseofpremiumspirits

CraftGin

TPV#90Vol:750

Growth:+19%

OurdatasuggeststheroadtopremiumizationforRTDsisviathediversificationofspiritsinthealcoholbase.

ConsumerswantPremiumandCraftWhisky,GinandVodka,aswellastheirflavoredvariationsinaRTDformat.

It'sadeparturefromexistingRTDs–whichmostlyuseneutralspirits.

PremiumRum

TPV#247Vol:484

Growth:+4%

Thedemandforpremiumspiritsandliqueursreflectsashifttowardmorediscerningconsumptionhabits.

ConsumersareprioritizingindulgenceandsophisticationwithintheRTDspace.

CraftVodka

2

TPV#202Vol:423

Growth:+9%

1

Craft

Premium

42,446

Volume

Growing

Maturity

Growing

Maturity

+11%

NetGrowth

+15%

NetGrowth

31,213

Volume

Products

Products

PremiumGin

51%CraftWhisky49%CraftGin

60%PremiumWhisky58%PremiumVodka50%PremiumRum

TPV#148

Vol:408

46%CraftVodka

Growth:+28%

49%PremiumGin

39%PremiumLiqueur

37%PremiumAgedRum33%PremiumCacha?a29%DutchVodka

25%DistilledGin

24%RumReadyToDrink

36%RaspberryGinLiqueur24%RaspberryGin

23%HorchataLiqueur

22%AustralianWhisky22%SotolReposado

20%WorldGin

Productsassociated

BLACKSWANDATA

withPremium&HighQuality

18%PremiumAgedRum

BLACKSWANDATA

THENEXT

Mixology

TPV#1

Vol:13,571

Growth:+60%

Brand

Craftmanship

TPV#2

spotlight

Vol:2,811

Growth:+59%

We'vespotlightedNinkasi

Brewing,abrandalready

Natural

Ingredients

TPV#23

activatinginthepremiumRTDspace.

Vol:2,106

Growth:+19%

Trends

associatedwith

NinkasiBrewing

Theyofferportable,high-endcannedcocktails

–createdbytherenownedmixologist,JeffreyMorgenthaler.

AwardWinning

TPV#74

Vol:12,506

Growth:+12%

AccordingtoFood&WineMagazine,he'soneoftheTop10mostinfluentialbartendersof

thepastdecade.

Exclusive

TPV#108

Vol:20,515

Growth:+16%

TheirBourbonRenewalblendsapremium

whiskybasewithnaturalingredientslikezestylemonandsweetblackcurrant.

It'sacarefullycurated,bar-likecocktailinacanthatdeliversahigh-endexperienceonthego.

PremiumWhisky

TPV#61

Vol:1,729

Growth:+13%

swn

THE

FUTURE

THEFUTURE

MindfulDrinkingisanemerging

need-spaceintheRTDsub-category.

Thistrendreflectsabroaderculturalshift

towardsmoreconsciousandintentionaldrinkinghabits.

Consumersseektoenjoythepleasuresof

drinkingalcohol,whilealsoprioritizingtheirphysicalandmentalwellbeing.

Mindfuldrinkersaremoderatingtheirintake,notabstaining.

AndseekingRTDsthatserverelaxedandupbeatoccasions,butinabalancedandhealthyway.

MindfulDrinking

Convenience

●

Volume5,211

36911683

Trend

Moderation

HealthConscious

Prebiotic

FunctionalBeverage

TPV

44

181

196

254

#7

#4

Premium

HighQuality

MindfulDrinking

Refreshment

#8

#6

New

Experiences

Natural

Ingredients

EMERGING

MATURE

BLACKSWANDATA

GROWING

THEFUTURE

Trendsassociatedwith

MindfulDrinking

InsideMindfulDrinking

CleanDrinking

TPV#124Vol:295

Growth:+29%

ReducingConsumption

TPV#502Vol:21

TheMindfulDrinkingtrendcanbebrokendownintofour,overlappingconsumerneeds–cleandrinking,wellness,reducedconsumptionandcalming.

Growth:+91%

Cleandrinkingrelatestothedemandforsimpler,morenaturalrecipes.ForRTDsthatauthenticallytasteliketheiringredients.

LowABV

TPV#64Vol:4711

Growth:+13%

Wellness

TPV#39Vol:1078

Wellnessisconnectedtoholistichealth–specificallyrelaxation,digestivehealthandhydration.

Growth:+16%

Reducedconsumptionisnotobsessiverestrictionorabstention.LowABVoptionsallowconsumerstoindulgeandenjoydrinkingwhileavoidingtheside-effectsofexcess.

Calms

TPV#107Vol:3413

Growth:+3%

AuthenticTaste

TPV#180Vol:248

Growth:+39%

ConsumersarealsosearchingforRTDsthathelpthemrelaxandunwindafterworkandbeforesleep.Theyassociateadaptogens,herbsandbotanicalswithcalmingproperties.

SimpleIngredients

TPV#237Vol:456

Growth:+13%

BLACKSWANDATA

THEFUTURE

Innovation

springboard

HowtoinnovateintheMindfulDrinkingspace:

Ourdatarevealsthataneed-spaceis

emergingrelatedtobalancedwellnessandconsciousconsumption.

We'veputtogetheraspringboardoftrendsassociatedwiththesekeyneedstoideateanew,ultra-relevantRTDconcept.

.

BLACKSWANDATA

ALCOHOLTYPE

Patxaran

TPV#659Vol:81

Growth:+10%

BotanicalSpirit

TPV#185Vol:257

Growth:+34

Aperitif

TPV#321

Vol:11,480

Growth:+19%

HerbalBitters

TPV#170Vol:200

Growth:+54%

INGREDIENTS

Nopal

TPV#669Vol:63

Growth:+16%

Magnesium

TPV#258Vol:562

Growth:+7%

Electrolyte

TPV#66

Vol:1,703

Growth:+27%

ManukaHoney

TPV#441Vol:186

Growth:+27%

Trendsassociated

withMindfulDrinking

FLAVOURS

SourCherry

TPV#115Vol:1,287

Growth:+8%

FrenchLavender

TPV#973Vol:33

Growth:+21%

Rooibos

TPV#281Vol:402

Growth:+18%

Chamomile

TPV#58

Vol:1,993

Growth:+9%

THEME

Botanical

TPV#93

Vol:10,518

Growth:+11%

RelievesStress

TPV#267Vol:466

Growth:+11%

0-2ABV

TPV#136Vol:563

Hydration

TPV#48

Vol:4,033

Growth:+3%

THEFUTURE

RelievesStress

TPV#267Vol:466

Ne