IGNITE category growth by inviting
new 21+ drinkers with on-trend, sessionable Hard Beverages.
DID YOU KNOW?
of total alcohol category growth is from Hard Beverages, driven by Seltzer, Canned Cocktails & Canned Wine.
Seltzer growth is powered by
inviting new drinkers to the segment
seltzers still have a ton of room for growth. Recognizable brands like Bud Light and Michelob ULTRA are perfect for enticing new shoppers into Seltzers.
These new shoppers are looking for
Bringing unique, elevated flavors like Spicy Pineapple, Cucumber Lime & Peach Pear to win with the 30+ co-ed crowd.
With 99% brand recognition, Bud Light Seltzer is winning with unique Seltzer demo-graphics, including 27% of Hispanic shoppers and
38% of African American shoppers.
RTD Cocktails drive trade up
The convenience of RTD Cocktails allows for more occasions. As a result, RTDs are far outpacing the rest of the spirits segment, up 123%.
Consumers are willing to spend more for the convenience.
Cutwater is the industry-leader in RTD cocktails, with over 1,000 awards and counting!
Place canned cocktails adjacent to spirits, 20–25 SKUs across 5–7 brands.
Canned Wine is bringing
new shoppers to the segment
Singles make up 60% dollar share, with 64% of RTD Wine dollar sales being Rosé & White.
RTD Wine is up 57% while Total Wine is only up 16%.
Babe is the most photographed alcohol on Instagram, with the number of repeat buyers being 1.8.
75% of purchases are incremental.
Place canned wine adjacent to bottle wine; separate singles and multi-packs, while keeping brands together, 10–16 SKUs per store across 4–5 brands.
To learn more about driving category growth, contact your
Anheuser-Busch Category Management representative or visit progressivegrocer.com/anheuser-busch-ignite today.
of Seltzer drinkers are new to the segment.
0 Sugar, 0 Carbs, 80 Calories, USDA Organic, purely delicious!
Use well-known brands to unlock Seltzer growth
The RTD Cocktail segment is growing rapidly
RTD Cocktail growth is accelerating
Source: IRI MULC 02-21-21; IRI MULC FY20
Source: IRI Seltzer Purchase String Analysis Jun 20; IRI Panel All Outlets 02-21-21; Morning Consult weekly quant survey (n = 6,000 total alc drinkers) // Remesh Live Consumer Session (n=200 light beer/seltzer drinkers) // GameChanger At Home Usage Survey (n = 282 21-29 seltzer drinkers) Jun’20
Canned Wine has highest penetration with Gen Z & Millennials.
Canned Wine is driving category growth
RTD Wine is primarily driven by singles
Source: IRI MULC 02-21-21; IRI MULC FY20; IRI Panel SOV All Outlets CY20
and brands they recognize.
2018 2019 2020
Price Per Serving
Lead Future Growth, Together.
Source: IRI MULC FY 2020