Stateways

El Jimador recently launched New Mix, which includes three versions of premixed Margaritas in cans. can be sold anywhere malt beverages can be,” explained Gordon Chisholm, brand director of Bacardi Flavored Rums, RTS, RTD & Trade Communication at Bacardi USA. “That’s a 43 million case per year market. Ready-to-serve (RTS) products are spirits-based, such as Bacardi Classic Cocktails, Jose Cuervo Authentic Margaritas and TGI Friday’s Margaritas. These are packaged for multiple servings – the biggest size, the 1.75 liter, represents 80% of the volume – and are a 6.5 million case per year market.” Jose Cuervo Golden Margarita is top-seller at Spec’s in Houston, TX. But there is overlap. “At least in our company, we call the single-serves ‘drinks to go,’ and think of it as all the same category: premixed cocktails,” said Sheila Senhouse, brand manager for Malibu Rum at Pernod Ricard USA. Pernod Ricard’s RTD and RTS offerings include the new Malibu Cocktails, two lines of Kahlua products – Drinks to Go and Ready to Drink – and its Seagram’s Gin & Juice. Firefly Distillery recently launched Firefly Southern Lemonade and Firefly Sweet Tea Lemonade, calling them “ready to drink” products. “We offer the cocktail in a 1.75-liter bottle and a 200 ml 4-pack. This allows us to have shelf space not only on the premade-cocktail shelves but in coolers where we are positioned against the broader category of wine- and malt-based premade cocktails,” said Rebecca Henry, brand manager. Demographic Trends W Brown-Forman added Ginger Splash to its popular line of Jack Daniel’s Country Cocktails and debuted the ready-to-pour Southern Comfort Lime. hile premade cocktails have traditionally been seen as a favorite of female consumers more than male, its sales are actually not that skewed. “The consumer demographic,” said Bacardi’s Chisholm, “is male and female, surprisingly enough. It’s about 55% female.” Pernod Ricard’s Senhouse agreed. “The consumers are slightly more female,” she said, “and are in the mid-range in terms of age, from 25 to 40.” The appeal of products that can be called “ready to serve” – spirits-based, available in large packaging – is neatly summed up by the slogan for Margaritaville Cocktails, from Gemini Spirits, “Make Friends, Not Drinks.” “The kind of cocktails that lend themselves to a ready-to-drink format are most typically the kind that some con- sumers find difficult to prepare – like Margaritas, especially flavored Margaritas, like strawberry,” said Michelle Nouvel, brand manager at McCormick Distilling, which is represented in the category by Tarantula, McCormick Long Island Iced Tea and Rio Grande Margarita. “RTDs also are used as a ‘trial’ by some consumers,” she continued. “They may be unfamiliar with a cocktail and buy the 200 ml size to fig- ure out if it is something they would like. Another big use of RTDs is for large groups or parties – which can occur year-round.” McCormick is especially experiencing success with McCormick Long Island Iced Last year, Malibu Rum launched a line of three RTD cocktails in 1.75 liter pouches, including Caribbean Cosmo, Tropical Mojito and Rum Punch. Tea. “It fills a unique niche. People like to serve Long Island Iced Teas, but might not want to keep four or five bottles of white spirits on hand,” explained Nouvel. Campbell Brown, vice president and director of the Americas for Southern Comfort at Brown-Forman, sees one of her brand’s newest products, Southern Comfort Hurricane, as filling a similar need. “The Southern Comfort Hurricane cocktail stays strong because people love the cocktail and they’re getting the same great cocktail without the hassle of the many ingredients needed,” Brown said. Nouvel pointed out that McCormick’s Long Island Iced Tea even has a market in the on-premise. “It saves restaurants money because it eliminates overpouring,” she said. StateWays  www.stateways.com  March/April 2011 49

• Cover
• Table of Contents
• Editor's Note
• Dateline
• Spotlight on Minnesota
• Growth Brands
• Logging On
• Scotch
• Mixing It Up
• Ad Index