The upward trajectory of the RTD category, in motion long before the pandemic, has only accelerated since March. According to a November 2020 market report by the IWSR, volume is predicted to be larger than the entire spirits category in just five years.
Bartenders, ideally positioned to capitalize on this extraordinary demand in canned cocktails, have been driving the trend towards premiumization, with a flurry of new bar-quality craft cocktails hitting the market in recent months.
SevenFifty Daily spoke to a number of bartenders to understand their diverse roadmaps for success.