CSN_E&J_Gallo_Storyscape

Here’s how:

to help consumers find what they are looking for quicker while driving incremental volume

How to Get More Out of Ready To Drink Sales

Ready-to-Drink Beverages:

Is your Cold Box Tuned Up?

The time is now:

IWSR, The Future of RTD Strategic Study, US Forecasts, March 2021

E. & J. Gallo Winery’s consumer research reveals customers prefer:

RTD available chilled in the cold box for all purchasing decisions whether for immediate or later consumption

Hard Seltzers account for 52% of RTD Sales But other segments like premixed cocktails and flavored alcohol beverages are experiencing higher growth rates and need proper placement and merchandising to continue to drive awareness

IRI Total US MULO + Convenience + Liquor, 9L Volume Sales, 52 weeks ending 12-4-22

Gallo’s analysis of shopping patterns provides a game plan for organizing the cold box for maximum productivity—and impulse sales.

The right mix includes:

Beer

With so many subcategories, it is important to have the right products in the right place. Since the category has grown so quickly, departments don’t always have well-thought-out strategies.

52% of RTD volume comes from Hard Seltzers. Make Hard Seltzers your department anchor, while leaning into the growth of spirits-based seltzers.

Source: IRI Total US MULO + Convenienve + Liquor, 9L Volume Sales, 52 Weeks Ending 2-5-23

Use E. & J. Gallo’s expertise to help you build the optimized cold box.

Hard Seltzers

Premixed Cocktails

Flavored Alcohol Beverage

White Wine and Champagne

Hard Seltzer

Hard Cider

Pre-Mixed Cocktails

Hard Beverages

Position beer close, but not adjacent to Hard Seltzers to encourage product discovery.

Place high growth RTD sub-segments like Pre-Mixed Cocktails and FABS next to Hard Seltzers to foster trial and exploration.

Place all Hard Seltzers together in one section, regardless of their base. Group brands together to make it easier for consumers to find and shop their favorite products.

Single Serve RTD's are growing at +41%. Place all single serves together in a "grab & go" section to meet the ready to drink occasion, while placing all variety packs together in the Hard Seltzer section to satisfy the ready to serve occasion.

An array of craft and innovative products. Flavor variety is crucial

Convenient—chilled and ready to drink with no need for mixing or preparation

Typically, in a portable can or easy to open bottle

On a path to surpass Wine and Spirits combined by 2024.

Optimize space to benefit from the boom.

Gear up for the coming warmer months with icy cold, ready-to-drink options.

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With so many subcategories, it is important to have the right products in the right place. Since the category has grown so quickly, departments don’t always have well-thought-out strategies. It's time to flip the script on your planogram. Here's how:

CLICK TO SEE BEST PRACTICE PLANOGRAMS

POP-UP WITH BETTER PLANOGRAM SAMPLES/VISUALS COMING

GOOD

BETTER

BEST

All RTDs merchandised together on warm shelf AND cold box

All RTDs merchandised together, regardless of base alcohol

Wine-based RTDs merchandised within the sweet style wine set

BEST

BETTER

GOOD

POP FOR EXAMPLES

Optimize Your Cold Box

An alcoholic drink made from yeast-fermented malt flavored with hops

An alcoholic drink made from fermented grape juice

An alcoholic drink which covers a range of spirits which have already been mixed and are sold in a ready-to-drink format

An alcoholic drink made from fermented crushed fruit (usually apples)

An alcoholic drink made with carbonated water, alcohol, and fruit flavoring. Hard seltzers can either be malt-based, spirits-based, or wine-based.

An Alcoholic beverage made from original base containing malt, but then stripped of malt character and then flavored. FABS include spritz, coolers, frozen, FMB, as well as Hard Kombucha, coffee, tea and lemonade.

An alcoholic drink made from fermented grape juice

High Noon is the #1 Spirit Based Hard Seltzer on the market and growing in both dollar and volume sales. As a leader in the market, make sure it is in every cold box this summer!

(Source: IRI Total US MULO + Convenience + Liquor, Dollar & Volume Sales Change vs YA, 52 Weeks Ending 2-12-23)

Liqs Cocktail Co. brings bartender-quality drinks to consumers that use premium wine and spirits bases, real fruit juice, and are gluten free! The perfect addition to every RTD set.

get more info

This decline is being driven by malt and wine based seltzers, while spirits Based Seltzers & Ranch waters are experiencing large growth.

-12%

This growth is being driven by shots and single serve.

This growth is being driven by hard lemonade, tea and punch.

Tequila based RTD's are growing +43%. Javi's Ranch Water is the only Ranch Water made with 100% Agave Tequila Blanco, sparkling water, and natural flavors and made in Mexico. Available in Lime, Watermelon and Grapefruit flavors.

(Source: IRI Total US MULO + Convenience + Liquor, Dollar & Volume Sales Change vs YA, 52 Weeks Ending 2-12-23)

ViBE packs fun fruity flavors into a convenient Tetra Pak that is perfect for vibing while on the go. Each ViBE holds three 5.6 oz beverages and 12% alcohol. Available in 3 Flavors: Blue Raspberry Lemonade, Strawberry Limeade and Fruit Punch.

What is "Ready To Drink"?

A pre-packaged beverage in a single serve can or easy to open bottle + made with more than one ingredient (ie. mixer and spirit) and ready for consumption.

What is a Ready-to-Drink Beverage?

IRI Total US MULO + Convenience + Liquor, 9L Volume Sales, 52 weeks ending 2-5-23

IRI Total US MULO + Convenience + Liquor, 9L Volume Sales, 52 weeks ending 12-4-22

IRI Total US MULO + Convenience + Liquor, 9L Volume Sales, 52 weeks ending 2-5-23

Source: IRI Total US MULO + Convenience + Liquor, 9L Volume Sales, 52 weeks ending 12-4-22

Hard Seltzers make up 52% of RTD Sales, but other segments like premixed cocktails and flavored alcohol beverages are experiencing higher growth rates and need proper placement and merchandising to continue to drive awareness

IRI Total US MULO + Convenience + Liquor, 9L Volume Sales, 52 weeks ending 12-4-22

IRI Total US MULO + Convenience + Liquor, 9L Volume Sales, 52 weeks ending 2-5-23

get more info