Single-serve drinks dominate Drizly’s Q2 sales
BevAlc Insights by Drizly has revealed 60% of the 20 most popular products released in April, May, and June came in a single-serve format.
Having collated the data from the delivery platform’s most popular new beverage products in the second quarter (Q2), Drizly has shared its analysis of the current market’s larger consumption trends.
“Many of the macro trends we have seen over the past few quarters are included with this products list, including continued innovation in the ready-to-drink (RTD) category as well as consumer interest in premium and limited edition spirits releases,” explained Liz Paquette, Drizly’s head of consumer insights.
Of the most popular new products on Drizly in Q2, 25% were found to be limited edition spirits, specifically whiskeys and Tequila.
“While we are seeing premium shopping slow overall, Tequila is one of the key categories where it is holding strong,” said Paquette, noting Patrón’s El Cielo was the second most popular new product this quarter.
“Tequila has the highest average unit price within the top-selling spirits categories and is up nearly US$10 compared to 2019.”
Among whiskeys, the season’s most popular new releases were Jack Daniels 12-Year Batch #1, Midleton Dair Ghaelach Kylebeg Wood Tree No. 2 Irish Whiskey, Jack Daniels 10-Year Batch #2, and 2XO Innkeepers Blend Kentucky Straight Bourbon Whiskey, which the platform said demonstrates the strong year-round appeal of limited edition whiskeys among consumers.
Celebrities drive sales
Also among Drizly’s most popular new products of Q2, three were expressions from Jennifer Lopez’s DeLola’s Spritz range.
The brand launched its Paloma Rosa, Bella Berry, and L’Orange Spritz flavours in the spring, and won ‘instant popularity’ among consumers.
“While [Spritz] is not a totally new trend, we have a significant spike this year,” said Paquette.
“Additionally, we have seen the Spritz trend carry into the ready-to-drink category, with new brands and releases recreating Spritz cocktails into pre-made formats.”
Paquette also notes that sales of DIY spritz ingredients are increasing alongside ready-to-drink versions of the classic cocktail. Aperol in particular has become the highest-selling liqueur on Drizly, with its share expanding within the category by 23% in June 2023 over June 2022.
DeLola’s popularity also feeds into the popularity of celebrity collaborations across the drinks industry.
The quarter saw a spike in gains made by celebrity-owned and -endorsed products – including in categories where overall growth has slowed.
Drizly says that DeLola’s affiliation with Jennifer Lopez helped catapult her three Spritz flavours onto the most popular new products list.
Paquette added: “DeLola is capitalising on two key trends in the spirits category, ready-to-drink cocktails and Spritz cocktails – both of which have been driving sales year-to-date.”