Beverage Dynamics

Beverage Dynamics July-August 2015

Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.

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www.beveragedynamics.com July/August 2015 • Beverage Dynamics 45 shots with a female focus, Twisted Shotz has operated for 20 years in New Zealand and Australia, where comparatively lower taxes on RTDs drive consumer demand. In the U.S., the RTD market has picked up considerably within the past fi ve or so years after a period of stagnation. New brands are launching original, diverse entries into this growing category. Customers can now choose from a bevy of options when they want a conve- nient cocktail. "Making shots is diffi cult," says Harley Bauer, who in 2013 co-founded LIQS, maker of pre- mium RTD shots. "Most people don't know the correct proportions for shots. And you need a shaker. We were thinking, 'There's got to be an easier way to make shots'. And we saw the potential for making something like that." Many RTD companies were born from their founders wanting to merge quality with portability. "I was drinking cocktails by the pool, grading papers, when I thought 'I shouldn't have this glass by the pool'," says teach- er-turned-entrepreneur Merrilee Kick, who fi rst conceived of her product BuzzBalls in 2008. "So I brought the glass inside A mericans today crave convenience. And in the spirits category, what can be more convenient than Ready to Drink (RTD) cocktails and shots? These products contain fresh, premium ingredients, often in small, sealed, one-serving containers. RTDs come in all shapes of packaging, including cans, bottles, shot glasses and plastic balls. They're made for the busy, on-the-go consumer. Whether someone is camping, tailgating, at a bar- becue, hosting a party, preparing for a night out, or just too tired to whip up a cocktail after work, RTDs offer a convenient alternative to the time-consuming, labor-intensive mixing of beverages. "As long as Americans continue to be Americans, with their time becoming more valuable and less available, RTDs are going to see huge growth," says Sandra Pacheco, national sales director for Southwest Wines, which produces a ready-to-drink mimosa line. RTDS ON THE RISE Although RTDs have been available for decades, some have been available mostly regionally or overseas. Producing mixed BY KYLE SWARTZ A mericans today crave convenience. And in the spirits A mericans today crave convenience. And in the spirits A mericans today crave convenience. And in the spirits A mericans today crave convenience. And in the spirits A category, what can be more convenient than Ready A category, what can be more convenient than Ready A category, what can be more convenient than Ready A category, what can be more convenient than Ready A category, what can be more convenient than Ready A to Drink (RTD) cocktails and shots? A to Drink (RTD) cocktails and shots? A to Drink (RTD) cocktails and shots? to Drink (RTD) cocktails and shots? Soleil Mimosa from Southwest Wines combines sparkling wine with fruit juice and is available in four fl avors. RTDs offer convenient refreshment NO MIXING REQUIRED

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