How is the RTD Market Evolving?

Once predominantly focused on the younger market and value offerings, the ‘ready-to-drink’ (or ‘RTD’) category has undergone a resurgence, with lifestyle-led launches, diverse new product development, and carefully styled packaging. And it’s booming as a result.

RTD’s are currently enjoying soaring success in numerous global markets, especially the category’s largest, the US and Japan, and across ever widening demographics, showing that the work of producers to markedly change the category’s image is paying off.

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