TheFourthCategory

Amid-yearupdateonBeverageAlcoholReadytoDrinkandReadytoServe

NIQBeverageAlcoholVertical

ThoughtLeadership

July2025

?2025NielsenConsumerLLC.AllRightsReserved.

ExecutiveSummary

$13.9B

+3%

FourthCategoryinsights

ReadytoDrinkandReadytoServeproductscontinuetoshine

amongLDA(legaldrinkingage)consumers,fueledbyflavor

innovationandproductdifferentiation.AstheReadyto…categorymaturesintoatruefourthmegacategory,alongsidetraditionalBeer,Wine,andSpirits,questionsarounditslong-termgrowthpotential

haveemerged.Overthepast52weeks,combinedRTDandRTSsalesapproached$14billion,up3%vsyearago.

Sinceitsemergence,Readyto…categoryhasreshapedthe

BeverageAlcohollandscape.Whatbeganasacategoryknownforunmatchedtrial,drivenbynoveltyandexcitement,isnow

navigatingtherealitiesofflavorfatigueandincreasedcompetition.

Differentiationwillbethekeytofuturesuccess.Many

brandshavefolloweda“copycat”approach,replicating

successfulflavors,packagingformats,andmarketing

strategies,whichonlyunderscoresthecategory’smaturation.

?2025NielsenConsumerLLC.AllRightsReserved.?2025NielsenConsumerLLC.AllRightsReserved.

ExecutiveSummary

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Insightscontinued….

AsLDAconsumerslookforwhat’snext,suppliersare

experimentingwithvariedstrategies:extendingexistingbrand

equities,launchingnew-to-worldbrands,andinvestinginregional

startups.Whilesuccesshascomefrommanyangles,aclear

blueprintforwininginthisspaceremainselusive.Whatisclearisthateverybrandneedsbothago-to-marketstrategyandanend-of-lifeplantostaycompetitive.

Today,theReadyto…categoryholdsa12.5%shareoftotalBevAldollarsales,drivenprimarilybyRTDs.Whilegrowthisslowing,

thereisstillanopportunityfordifferentiation,throughpackaging,size,pricing,orflavorformats.Winningbrandswillleadwith

authenticityandgreattaste.

Readyto…productshavesolidifiedtheirplaceinthecategoryandinconsumers’repertoires,butshareoftotalBevAlislikelyto

remainbetween10-15%overall.Newproductproliferationwill

persist,butwithmorescrutinyfromretailersandconsumers,whomaysoondecidethattheydonotneedyetanothernewoption.

YearOverYearDollarGrowthTrend

RTDandRTSproductshavebeenboomingforyears,withasurgeofgrowthduringthepandemic.Sincethen,segmentshavebeengrowingatvariedrateswhileindifferent

lifecyclestages.Forexample,HardSeltzersarematuringandfacing

doubledigitdeclines,whileSpirits-RTDsaregrowingdoubledigits.

7%

6%

6%

5%

5%

4%

3%

3%

2%

1%

0%

2YAYAL52

ShareofTotalAlcohol

ReadytoDrinkproducts

represent11.9%oftotalAlcohol.SinceReadytoServeproductsareanichepieceoftotalReadyto…theyrepresenta0.6%

shareoftotalAlcohol.

12.5%

ExecutiveSummary

Thenext12-18months…TheBuildingBlocksofTheFourthCategory

Differentiationwill

definethewinnerswith

Spiritspickingupcritical

distribution

Demographicshiftswill

continuetoimpactRTD&

RTS;somebrandswill

havetorelymoreon

loyalshoppers

Continuedgrowth

butslowerpaceoverall

Thesegmentisallabout

flavorandflavorwill

continuetobethehallmark

thatdrivesnewproducts

Retailerswillstreamline

Regulatoryandchannel

Aproductlifecycle

offeringsbycuttingless

development,including

strategyisessential.

popularitems,resultingin

Spiritslicensingin

Retailerswanttoknow

increasedfocuson

non-Spiritsstores,

whatisnext,simplifying

Spirits-baseswithstrong

couldbeakeydriver,

removalofbrandsflavors

consumerappeal

especiallyinC-stores

thatarenearendoflife

What’sincluded

TheFourthCategoryAgenda

1

2

3

IntroductiontoReadyTo…

ReadytoDrink

?Summary

?Introduction

?ShopperandConsumerInsights

?OnPremise

?Malt-basedHardSeltzers

?FMBs

?Spirits-basedRTDs

?Wine-basedRTDs

ReadytoServe

5

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Introduction

6

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TheFourth

Category

DefinitionDebrief

TheFourthCategory

(Readyto…)

Forthisanalysis,therewillbeanupfrontsectionthatlooksatthebroader“Fourth”category,whichisa

combinationofReadytoDrinkandReadytoServecategories,asdefinedbelow.

ReadytoDrink

ReadytoDrink(RTD)itemsaretypicallysingle-servetotwoservingofferingsinportablepackagetypes.

RTDsincludeHardSeltzers,FlavoredMalt

Beverages,SpiritsCannedCocktails,andsmallsizeWineandCannedWine.

ReadytoServe

ReadytoServe(RTS)itemsarepre-mixedspirits-

basedcocktailsinlargesizeofferings,typicallywithgreaterthantwoservings.Theseitemsmayalsobedefinedasmulti-servecocktailscontainingalcoholthatarereadyforconsumption.

7

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FourthCategoryproductsapproaching$14billionwithsteadygrowth

Readyto…DollarSales(inBillions)and%ChangevsYA

NIQOffPremiseChannels

$13.9B

$13.5

+3%

$12.9

+5%

$12.1

+6%

13%

$shareofTotalAlcohol

3YA2YAYAL52

Source:NIQDiscoverIntegratedDatabase;ScanOffPremiseChannels(xAOC+Conv+LiquorOpenState);L52weeksending07/12/2025

8

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Import

Beer

Total

Readyto…

Dom

Premium

Beer

CraftBeer

Vodka

American

Whiskey

FMBs

Tequila

Hard

Seltzers

Cabernet

Sauvignon

Spirits-based

RTDs

Sparkling

Wine

Wine-based

RTDs

Readyto

Serve

$%

CYA

+0.8%

+3.2%

-5.3%

-3.7%

-2.5%

-1.5%

+0.3%

+6.2%

-13.2%

-4.5%

+20.0%

-4.0%

+14.0%

+7.2%

Source:NIQDiscoverIntegratedDatabase;ScanOffPremiseChannels(xAOC+Conv+LiquorOpenState);L52weeksending07/12/2025

HowdoFourthCategorysegmentsstackupagainstotherBeverageAlcoholcategories?

FMBsandHardSeltzersarematuresegmentsfacingdeclines,whileSpirits-basedRTDsareapproachingthe$3billionmark

TopBeverageAlcoholSegments(in$Billions)

NIQOffPremiseChannels

$12.7

$14.4$13.9

$6.3$6.2$6.1$5.8$5.5

$3.6$3.5$2.8$2.7

$1.4

$0.6

9

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3

HotTopicsinBevAl

FrontHalf2025Influences

Consumersaremoderatingdue

tohealth&wellness,GLP-1

Moderation

medications,cannabisuse,and

culturalshifts,butcontinued

interestinalcoholshowsevolving

Asconsumersmoderatealcoholconsumption,

interestinReadytoDrinksremainstrong.

Trusted,high-quality

brandscontinuetowin,

drivenbypremiumization,

flavor,andexperience.

Inapolarizedmarket,

brandsmustrethinkRTD

impactoncoreBeer,

Wine,andSpirits,while

consideringpacksize,

pricing,andchannel

strategiestostay

competitive.

drinkinghabitsratherthan

decliningrelevance

Consumerscontinuetogravitate

towardhigh-quality,trusted

alcoholbrands.Premiumization

Premiumization

isnolongeraboutpricealone

butaboutperceivedvalue—

consumersarewillingtopaymore

forquality,authenticity,and

experience

Risingcosts,incomedisparity,and

shiftingshopperbehaviorsare

EconomicPressures

pushingbrandstorethink

value—whetherthroughpack

size,promotions,orchannel

apolarizedmarket

10

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?2025NielsenConsumerLLC.AllRightsReserved.

10

strategies—toretainrelevancein

ReadytoDrinksaredrivingsignificantoverlapacrossBeer,Wine,andSpirits

RTDisfragmentingtheathomeconsumerrepertoiremakingloyaltyhardertocomeby

TotalBevAlBuyerandSalesOverlap

Offpremise

Wine&Beer&Spirits

RTDsareincludedwithinBWS

42%HH64%$Vol

Wine&Beer&Spirits

&RTDs

18%HH33%$Vol

Source:NielsenIQExpandedOmnishopperPanelonDemand,USALC-Integrated(21+Only)Database;L52WE01/18/2025,TotalOutlets(excl.FineWine&Spirits),TotalUS*TotalRTD=Seltzers/FMBs/SpiritsRTDs/WineRTDs

11

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ReadytoDrink

12

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ReadytoDrink

DefinitionDebrief

ReadytoDrink(RTD)itemsaretypicallysingle-servetotwoservingofferingsinportablepackagetypes.

RTDsincludeHardSeltzers,FlavoredMalt

Beverages,SpiritsCannedCocktails,andsmallsizeWineandCannedWine.

ReadytoDrink

ExamplesofRTDproducts:

UtilizingtheALCReadyToDrinkcharacteristictoinclude:HardSeltzer,FlavoredMaltBeverages(includinghardtea,hardcoffee,hard

kombucha,hardsoda),Spirits-basedReady-to-DrinkCocktails,SpiritsSeltzers,Shooters,FrozenNovelties,Pods,Allwine(exceptsake,dessert,vermouth)in355MLsizeorsmaller(includescocktails,table,sparkling)foranycontainertype,Allwine(exceptsake,dessert,vermouth)innon-glasssize375ML,andWinecocktailsin500MLtetrapak.

13

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ExecutiveSummary

ReadytoDrink

TheReadytoDrinkbusinesshasbeengrowingindollarsalesyearoveryear,thoughataslowingpace.Inthelatest52weeks,saleshaveexceeded$13billion,showinga3%increasedvsyearago.Thesamequestionaslastyearpersists:AreconsumershittingflavorfatigueinReadytoDrinks?

Whiletheshortanswerisno,asthereisstillgrowthacrossRTDs.Shoppersandconsumersalikehaveshowntheirloyaltytococktailsegments,suchas

Spirits-basedRTDsand“punchy”Wine-basedCocktails.Overthepastyear,UPCcountshaveremainedstagnate,indicatingamaturingmarket.RTDs

remainthedrinkofthesummer,withthelargestpeakinsalesforthe4thofJulyholiday.

Convenience,portability,flavorvariety,andapreferenceformoderation

continuetobekeybenefitsthatdriveRTDs.Despiteeconomicconcerns,premiumizationisadrivingfactorforsomepurchasing,withhigher-ABVSpirits-basedRTDsfindingsignificantgrowth.

SpiritsRTDsandWineRTDsareheadedforgrowththroughtheremainderoftheyear,however,supplierswillneedtoevaluateportfoliostoensure

differentiationinbrandsforsurvivalin2026.

?2025NielsenConsumerLLC.AllRightsReserved.

RTDIntroduction

15

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$13.3billion

OffpremiseReadytoDrinkinthelatest52weeks

+3.0%vsyearago

ReadytoDrinkis11.9%oftotalalcoholdollarsales

Source:NIQDiscoverIntegratedDatabase;ScanOffPremiseChannels(xAOC+Conv+LiquorOpenState);L52weeksending07/12/2025

16

?2025NielsenConsumerLLC.AllRightsReserved.

ReadytoDrink

salespeakinsummerandkeyholidays

ReadytoDrinkWeeklyDollars

L52Off-premiseReadytoDrinkup+3.0%vsYA

ReadytoDrinkWeeklyDollars(millions)

NIQOff-PremiseChannels

2023---20242025

$500

4thofJuly

$450

$400

$350

$300

$250

$200

$150

$100

$50

$0

13579111315171921232527293133353739414345474951Weeksoftheyear

Source:NIQDiscoverIntegratedBWSDatabase;off-premisechannels(xAOC+Conv+LiquorOpenState);weeklydata

17

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RTDscontinuetoclimb,exceeding$13billioninthelatest52weeks

AsHardSeltzersandFMBsmatureandfacedeclines,TotalRTDgrowthisslowing

RTDTrendedDollars(inbillions)RTDDollar%ChangevsYearAgo

NIQOffPremiseChannelsNIQOffPremiseChannels

$13.3

6.1%

$12.9

4.7%

$12.3

3.0%

$11.6

3YA2YAYAL52weeks

2YAYAL52weeks

Source:NIQDiscoverIntegratedDatabase;ScanOffPremiseChannels(xAOC+Conv+LiquorOpenState);L52weeksending07/12/2025

18

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24%

ConveniencechanneliskeyforwinningbrandsinRTDs,drivingalargeportionofgrowth

Conveniencechannelcontinuestoface“wherelegal”challengeswhenitcomestoSpirits-basedofferings

TotalRTD-ChannelShare

$Share|%Changevs.YearAgo

9%

44%

23%

xAOC+Conv+Liquor

Food

LiquorOpenState

Convenience

AllOther

-2.1%

3.0%

-0.5%

4.5%

5.9%

Source:NIQDiscoverIntegratedDatabase;ScanOffPremiseChannels(xAOC+Conv+LiquorOpenState);L52weeksending07/12/2025

19

?2025NielsenConsumerLLC.AllRightsReserved.

PacksizetrendsareverydependentuponalcoholbaseforRTDs

Cansaretheprimarypacktype;singleserveofferingsaccountforroughlyonethirdofRTDdollarsales

TotalRTD-byPackType&Size

%dollarchangevs.yearagoandshareofTotalRTDs

54.6%

25.5%

18.5%

9.9%

4.0%

6.4%

0.0%

-2.8%

-1.2%

-7.6%-5.6%

-5.7%

-6.4%

-5.0%

0%

-10.5%-12.

-27.0%

Tetra

Bottles

Cans

CansSingleServe

PouchRem

Cans6pack

Cans

AO

Cans4pack

BottlesSingleServe

Bottles4pack

Bottles6pack

Bottles12pack

BottlesAO

Container

CansCansCans8pack12pack24pack

DollarShareofTotalRTDs

0.5%

13.6%3.1%

2.9%

82.8%30.3%

3.8%

5.5%

8.4%

1.5%0.6%2.9%0.4%0.2%

7.2%31.3%1.3%

Source:NIQDiscoverIntegratedDatabase;ScanOffPremiseChannels(xAOC+Conv+LiquorOpenState);L52weeksending07/12/2025

20

?2025NielsenConsumerLLC.AllRightsReserved.

SpiritsRTDsandWineRTDsgainingshareatHardSeltzersexpense

FMBsharesurpassedHardSeltzersshare,withSpiritsRTDsnotfarofffromHardSeltzers

TotalRTD-byAlcoholBase$Share

NIQOffPremiseChannels

21.4%

10.5%

WineRTDs

+14.0%vs.YA

SpiritsRTDs

+20.0%vs.YA

FMBs

+0.4%vs.YA

HardSeltzers*

-7.4%vs.YA

42.1%

26.0%

*Malt-basedhardseltzers

Source:NIQDiscoverIntegratedDatabase;ScanOffPremiseChannels(xAOC+Conv+LiquorOpenState);L52weeksending07/12/2025

21

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Spirits-basedRTDsandFMBsegmentsdrivinggrowthofRTDs

TotalRTD-$byAlcoholBase

NIQOffPremiseChannels

TotalRTD-$growthbySegment

NIQOffPremiseChannels

$12.9

B

$13.3B

$12.3B$11.6B

122.9%

Spirits

38.8%

27.1%

2.3%

1.9%

NonAlcRTDsSpiritsRTDCocktails

RTD/Seltzers

Wine

RTD/Seltzers

-0.2%

-2.7%

-7.4%

-11.2%

-19.4%

-24.7%

-43.0%

-50.2%

CannedWine HardTeaSpiritsSeltzersAOFMBs

FMB/Tea/Kombucha

Malt-basedSeltzers

HardSoda MaltSeltzersHardLemonade

HardKombuchaWineSpritzers

3YA2YAYAL52

HardCoffeeSpiritsRanchWater

Source:NIQDiscoverIntegratedDatabase;ScanOffPremiseChannels(xAOC+Conv+LiquorOpenState);L52weeksending07/12/2025

22

?2025NielsenConsumerLLC.AllRightsReserved.

NumberofRTDUPCshasplateauedintherecentyearasRTDsegmentsmature

NumberofHardSeltzerUPCsareindecline,whileWineRTDsandFMBsareexpanding

TotalRTD-UPC4-weeklyTrend

NIQOffPremiseChannels

9,000

Top10RTDitemsaccountfor

17.1%

ofdollarsales

8,000

WineRTDs

7,000

6,000

SpiritsRTDs

5,000

4,000

FMBs

3,000

2,000

MaltHardSeltzer

1,000

0

Source:NIQDiscoverIntegratedDatabase;ScanOffPremiseChannels(xAOC+Conv+LiquorOpenState);4weeklydata

23

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ReadytoDrinkBrandFamiliesThenvsNow

Latest52weeks2YA

187ml

Latest52weeks

Source:NIQDiscoverIntegratedDatabase;ScanOffPremiseChannels(xAOC+Conv+LiquorOpenState);L52weeksending07/12/2025

24

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Top5RTDbrandsbysegmentrankedbydollars

Malt-basedHardSeltzersFMBsSpirits-basedRTDsWine-basedRTDs

Legend

#1

#2

#3

#4

#5

AO

WhiteClaw

Truly

TopoChico

HBaupdpi

AO

Top5brandsaccountfor

93%ofmalt-basedhardseltzerdollarsales

TwistedTea

Mike's

Smirnoff

CaymanJackFourLoko

AO

Top5brandsaccountfor

65%ofFMBdollarsales

HighNoon

Cutwater

BuzzBallz

Surfside

Monaco

AO

Top5brandsaccountfor

60%ofSpirits-basedRTDdollarsales

Beatbox

BuzzBallz

SutterHome

BigSipzLamarca

AO

Top5brandsaccountfor

69%ofWine-basedRTDsdollarsales

Source:NIQDiscoverIntegratedDatabase;ScanOffPremiseChannels(xAOC+Conv+LiquorOpenState);L52weeksending07/12/2025

25

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ContributorstoRTDgrowthrankedbyabsolutedollarchange

Malt-basedHardSeltzersFMBs

Legend

#1

#2

#3

#4

#5

AO

WhiteClaw

HappyDad

Spindrift

AO

3brandsdriving92%ofmalt-basedhard

seltzersgrowth

CaymanJack

Jumex

Clubtails

Beatbox

Lightstrike

AO

5brandsdriving39%ofFMBsgrowth

Spirits-basedRTDs

Surfside

SunCruiser

BuzzBallz

Cutwater

Carbliss

AO

5brandsdriving62%of

Spirits-basedRTDs

growth

Wine-basedRTDs

Beatbox

BuzzBallz

BigSipz

Vibe

SlamZees

AO

5brandsdriving87%of

Wine-basedRTDs

growth

Source:NIQDiscoverIntegratedDatabase;ScanOffPremiseChannels(xAOC+Conv+LiquorOpenState);L52weeksending07/12/2025

26

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RTD&PreparedCocktailonlinedollarsales

outpacingTotalAlcoholonlinesales

+20.2%

IncreaseinonlineReadytoDrink&Prepared

Cocktailsdollarsvsyearago

Comparedwith+3.3%increaseinBeer,Wine,andSpiritsecommercedollarsales

Source:NIQOmnisales,TotalU.S.,Latest52weeksended6/28/2025vsYA

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Shopper&

ConsumerInsights

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RTDscontinuetobemorelikelyanimpulsepurchase

duetoevolvingmixanddistributiongaps

CategoryPlanning-%ofpurchases

nBeernRTDSpiritsnWine

71

68

57

52

29

31

17

21

15

14

15

11

PlannedRemindedImpulse

Extensivefragmenteddistribution

andcontinuedlaunchingofnew

brands,styles,andalcoholbasesare

causingshopperdecisionstobemoreofa

factorattheshelfforRTD

Implication-ATLspendingiscrucial

NIQOmnichannelShoppingFundamentals2024

29

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Over70%ofReadytoDrinkpurchasesareconsumedthesamedayaspurchased

Consumptionistakingplaceveryclosetotimeofpurchase.Settingupconsumersforsubsidizedpurchasecanbeuseful,butthetimingnearconsumptionoccasionispivotal.

Consumption-%ofpurchases

nBeernRTDSpiritsnWine

Immediately

Laterthatday/evening

Withinthenextfewdays

Laterintheweekorfurtherinthe

future

21%

22%

20%

13%

38%37%

23%

22%

26%

31%

7%

8%

15%

18%

48%

48%

69%Beer

70%RTD

}Samedayconsumption

58%Spirits

50%Wine

NIQOmnichannelShoppingFundamentals2024

30

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AgeofHHisademographicdifferentiator,thoughRTDsarea

popularchoiceacrossavarietyofdemographics

DemographicProfiles-TotalReadytoDrinksBuyerIndex|%ofdollars

Millennial

106index|40%ofdollars

GenX

108index|26%ofdollars

$

Income$75K+

110index|58%ofdollars

CentralRegion

108index|24%ofdollars

Black/AfricanAmerican

101index|9%ofdollars

Hispanic

105index|16%ofdollars

Source:ProductanalyzeRTDfocusingonRTDbyBuyerspurchasedatTotalOutletsinTotalUSbetweenLatest52Wks-w/e06/14/2025vsLatest52WksYA-w/e06/15/2024

31

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RTDsgrowthduetoincreaseinpurchasingoccasions,whichisoutweighing

lossesfrombuyersand$spend

ConsumerPerformanceOverview-TotalReadytoDrinks

DiscoverTemplate

$3.95B

$94.0M$62.6M

$3.90B

$3.85B

$3.87B$28.7M$3.87B

Value

$3.80B

$3.75B

$3.70B

ValueComparisonDuetoBuyersDuetoOccasionsperDuetoValueperValue

BuyerOccasion

Source:PerformanceofRTDbyValuepurchasedatTotalOutletsinTotalUSduringLatest52WeeksvsLatest52WksYA-w/e06/15/24WhoareDemographicTotalPanelPeoplePeopleGroup

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Occasionsareup,butvalueperoccasionisslightlydown

ConsumerPerformanceOverview-TotalReadytoDrinks

DiscoverTemplate

OccasionsOccasionsperBuyerValue($)ValueperOccasion

281M

277M

RTD

OccasionsComparison

Occasions

5.2

5.1

RTD

OccasionsperBuyerComparison

OccasionsperBuyer

$3.87B

$3.87B

RTD

ValueComparison

Value

$14.00

$13.77

RTD

ValueperOccasionComparison

ValueperOccasion

Source:PerformanceofRTDbyValuepurchasedatTotalOutletsinTotalUSduringLatest52WeeksvsLatest52WksYA-w/e06/15/24WhoareDemographicTotalPanelPeoplePeopleGroup

33

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AllRightsReserved

?2025NielsenConsumerLLC

ConsumersvalueRTDsforconvenience&flavorsoveralcoholbase

%ofRTDBuyersPurchasing…

Readas:74%ofReadytoDrinkbuyersarealsopurchasingBeerexcl.RTDs

Beerexcl.RTDs

74%

-0.1pts

Spiritsexcl.RTDs

54%

+2.3pts

Wineexcl.RTDs

68%

-2.4pts

Source:NielsenIQExpandedOmnishopperPanelonDemandCombinationPurchasingAnalysis;DiscoverIntegratedAlcohol21+Database;52weeksending6/15/2025vsYA

RTDsasan

entrypoint?

Crosspurchasing

SpiritsRTDsvsCoreSpirit

WineCocktailsvsCoreWine

81%

WineCocktails

BuyersPurchasing

Wine

WineCocktailsbuyerspurchasing

SparklingWine-40%

WineCocktailsbuyerspurchasing

TableWine-79%

RTDmayhelpassociatebaseSpiritbrandswithacocktailtype,butsomeSpiritssegmentsarestillstrugglingtobuildmomentum

VodkaRTD

BuyersPurchasing

Vodka

TequilaRTD

BuyersPurchasing

Tequila

47%

40%

Source:NielsenIQExpandedOmnishopperPanelonDemandCombinationPurchasingAnalysis;DiscoverIntegratedAlcohol21+Database;52weeksending6/15/2025

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OnPremise

36

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ofOnPremiseconsumers

drinkcanned/bottled

flavoredalcoholic

beveragesout-of-home

(e.g.hardseltzers,spirit&mixer,

cannedcocktails,hard

tea/lemonade/hardkombucha)

Source:CGAbyNIQOPUSUS(Spring2025)-SampleSize:15003

?2025NielsenConsumerLLC.AllRightsReserved.

Q.Whichofthefollowinghaveyouhadtodrinkwhenoutatabar,restaurantorsimilaroutletinthepast3months?Pleaseselectallthatapply

?2025NielsenConsumerLLC.AllRightsReserved.

*(e.g.hardseltzers,spirit&mixer,cannedcocktails,hardtea/lemonade/hardkombucha)

Canned/bottledflavoredalcbeveragedrinkersaresignificantlyyoungerthantheaverageconsumer,andmoreengagedwiththeOnPremise

ProportiontypicallyAgerangeAveragehouseholdincome

drinkingoutweekly

51%28%

40%

34%

45%40%

16%

25%

21-3435-5455+

$106k$105k

Canned/bottledflavoredalcdrinkerUSaverage

Proportiontypicallyeatingoutweekly

82%69%

Canned/bottledflavoredalcoholicbeveragesdrinker*

Gender

Female52%52%Male48%48%

Source:CGAbyNIQOPUSUS(Spring2025)-SampleSize:2932-15003

vsAverageUSconsumer

?2025NielsenConsumerLLC.AllRightsReserved.

Q:Whichofthefollowingtypesofcanned/bottledflavoredalcoholicbeverages(e.g.hardseltzers,spirit&mixer,cannedcocktails,hardtea/lemonade/hardkombucha)doyoutendtodrinkinrestaurants,barsorothereatinganddrinkingestablishments?

Hardseltzersarethemostpopularpackagedalcoholicbeverage,followed

byspiritswithmixers,andpre-mixedcocktails

Typesofcanned/bottledflavoredalcoholicbeveragesconsumed

Canned/bottledhardseltzers

(e.g.WhiteClaw,Truly)

61%

Canned/bottledspiritwithmixer

(e.g.vodkasoda)

41%

Canned/bottledpre-mixed

cocktails

(e.g.Margarita)

38%

Otherflavoredalcoholic

beverages

(e.g.flavoredalcoholiclemonade,hardtea,hardkombucha,etc)

33%

Individual

servewinein

acan

24%

Source:CGAbyNIQOPUSUS(Spring2025)-SampleSize:2663

?2025NielsenConsumerLLC.AllRightsReserved.

Q.Whenthinkingaboutwhatbrandofcanned/bottledflavoredalcoholicbeverages(e.g.hardseltzers,spirit&mixer,cannedcocktails,hardtea/lemonade/hardkombucha)tochoose,whichofthefollowingisimportanttoyou?Pleaseselectallthatapply

Flavoravailabilityalsoplaysasignificantroleinbrandchoice,alongside

qualityoftheproduct

Mostimportantfactorstoconsiderwhenchoosingacanned/bottledflavoredalcoholicbeveragebrand

Rangeofflavorsavailable

Thequalityoftheproduct

Thealcoholicbaseofthedrink(e.g.malt,sugar

orspiritsbased)

Thereputationofthebrand

Howmanycaloriesitcontains(lightversion)

Thatithasnoartificialingredients

Thebottle/candesign

Socialmediapresenceandadvertising

lvuorrcv:aCilbAilityaloIQplyinSifinptrrilge2in0r5a)nhaomic,llnii:d2e6q5u6alityoftheproduct

34%

31%

28%

18%

17%

11%

56%

54%

Malt-basedHard

Seltzers

41

?2025NielsenConsumerLLC.AllRightsReserved.

*Malt-basedseltzersonly

Malt-basedHardSeltzerBrandFamiliesThenvsNow

Latest52weeks2YA

Latest52weeks

Source:NIQDiscoverIntegratedDatabase;ScanOffPremiseChannels(xAOC+Conv+LiquorOp