Vodka-based RTDs most popular in US

More than two-thirds (70%) of American consumers are more likely to opt for a vodka-based ready-to-drink (RTD) beverage over any other spirit, according to new data.

In CGA’s Who is the American RTD drinker? report, research found that among white spirits, vodka is the most popular base choice for RTDs, while Tequila’s popularity, selected by more than half of RTD consumers, aligns with wider consumer trends in the country.

Meanwhile rum was selected by 42% of RTD drinkers, and gin was found to be the least appealing white spirit base (30%).

Meanwhile, whisky (43%) is almost twice as desirable as brandy and Cognac (23%).

When it comes to selecting an RTD, people are primarily motivated by the variety of flavours offered (28%).

Health considerations, on the other hand, do not appear to play a key role in consumer decision-making. While 20% of individuals may look at the alcohol content, only a minority is concerned with calories.

Drinker demographics

The report also noted that the average RTD drinker demographic is younger, with only 16% of drinkers over the age of 55 saying they consume them.

The average RTD drinker also has an average wage of US$83,000 per year, a little wealthier than the regular American household income.

The report did not find consumption to be particularly gender-specific, with figures showing that RTDs are just slightly more attractive to females (52%) than to males (48%).

CGA’s research showed that 17% of American drinkers who visit bars, pubs, and restaurants have consumed RTDs in the past three months.

Seasonal figures collected over the past two years also suggest that RTD consumption is consistent across seasons, with consumption figures between autumn 2021 and the following spring sitting at 18% of all on-premise users.

However, the figure experienced a slight drop of 2% in the autumn of 2022, only to increase to 17% in the spring of this year.

Additionally, 40% of individuals say they consume RTDs in both food- and drink-led scenarios, while the remaining portion is evenly divided between those who prefer RTDs while dining out or drinking out exclusively.

The report also found that RTD alcohol consumption is largely driven by convenience, with more than one third of users selecting the drink based on what they perceive to be a good value-for-money proposition, and 25% saying they look for special offers and discounts.

While a quarter of people said they trust friends’ recommendations, less – one in five – rely on bar staff or a menu for RTD advice.