Born out of convenience, the alcoholic ready to drink has never competed with the multi-sensorial theatre of watching a fresh and potent drink being prepared before our eyes. But now is the time for the category to shift from being a compromise to a delight. We are seeing more and more examples of premium RTD brands that feel a world away from a warm can of G&T on a busy train commute home.

Bars and restaurants are also championing the RTD, with Soho House and London’s White Lyan Bar mixing and selling pre-prepared cocktails in artisanal glass bottles. These examples all show that RTD can too be a high quality, delightful and special drinking experience. And things start to get really interesting when brands turn a preconceived disadvantage on its head. Celebrating the RTD and its pre-prepared, ambient qualities, just as we might celebrate an aged wine or whiskey, can showcase quality and expertise. The RTD sector is rife with innovative opportunities for new brands that exist in their own right, and the design of the brand and brand experience is key. 

At ECHO, we believe that for RTD brands to inject desire and delight into the category, they need to be stronger, broader, deeper.

The brand idea needs to be STRONG and proud in its singularity, unifying all the elements of a mixed RTD into one single product.

The brand needs to BROADEN its storytelling across a multitude of channels; considering innovative structural design, non-traditional retail models that allow for customisation, and new consumer drinking occasions. A breadth of integrated touch-points will allow for greater consumer experiences and brand rituals.

As well as bringing to life bold and pure ideas, design can delight, creating DEEPER, cohesive and ownable experiences. Structure can enhance the drinking experience and pay tribute to potential ambient, infused qualities of the product.

Now is the time to celebrate the new dawn of the RTD.