Vodka-based drinks lead 40 per cent surge in RTD sales

Ready-to-drink sales have recorded double-digit growth over the past year, primarily driven by vodka-based drinks, according to Liquor Marketing Group (LMG).

In a 12-month period starting from March 2020, the RTD category achieved 40.2 percent growth in dollar sales across the group’s stores, which include Bottlemart, SipnSave, Harry Brown, and Thirsty Camel. RTD sales in this year’s first quarter across the stores surged 39.3 percent compared to the previous quarter.

Meanwhile, the vodka subcategory saw the strongest demand with a 72.3-per-cent increase, followed by bourbon and seltzer.

“LMG’s dollar sales growth for the category has continued to be higher than the total market average,” said Scot Hayman, national merchandise manager for beer, spirits, and RTDs at LMG.

“This trend has been consistent in each state and for all RTD segments.”

The strong performance of RTDs sales was recorded in WA, with more than 50-per-cent growth, followed by NSW with 44.7 percent.

According to Hayman, the strong performance of RTDs sales can be attributed to the increasing demand for healthier options.

“RTDs with low and zero sugar, light RTDs – particularly in vodka and gin, and Seltzer align with this trend and have given shoppers a reason to rediscover and re-engage with RTDs, while simultaneously attracting new buyers across different demographics and life stages,” said Hayman.