Behind the RTD Boom: Ready-to-Drink Cocktails See Sizeable Growth As Drinking Habits Change
For some time now, the analytic mantra ‘drinking less, but drinking better’ has been the chant du jour for both industry experts and companies. The movement, led by Millenials and Gen Z, suggests that consumers are going out less and opting for low-abv or premium spirits and that they’re also drinking fewer drinks throughout the evening.