The popularity of functional beverages and the importance of drinking “clean” to consumers right now is likely to continue to influence RTDs. But will spiked sports drinks hit the right mix of variety and familiarity? As the ready-to-drink category (RTD) matures, the race to find the next hot segment is on. Last month, Stateside Brands, the company that kicked off the vodka-spiked iced tea trend, announced it was launching Super Lyte, a vodka-infused "ade" inspired by sports beverage flavors. Now, serial beverage and food entrepreneur Jason Cohen’s Spiked Ade – with $10 million in funding and an expansion plan – has put fresh focus on whether the style is poised to become the next breakout RTD segment. After a successful launch in New Jersey last summer, Spiked Ade is positioning itself at the intersection of two growing beverage categories: spirits-based RTDs and hydration. - Sports and hydration drinks, led by brands like Gatorade, BodyArmor, Powerade and Liquid I.V., represent a massive non-alcoholic market, estimated at more than $48 billion, yet until recently have no alcoholic equivalent.
- That’s at least twice the size of bottled ice tea, which has influenced the rise of Stateside’s Surfside and its copycats.
RTD brands have been betting on consumers wanting booze that fits into active lifestyles, targeting the golf course to the slopes. The spiked sports drink seems to take that one more step forward, while focusing on bubble-hating demos and a younger generation that doesn’t want alcohol to taste like alcohol. It also would seem to lean into “BORG” Culture, where massive jugs of homemade punch often contain an electrolyte powder or two in the mix. So far, other attempts at sporty alcoholic RTDs haven’t made a huge splash. Early last year, New Belgium Brewing Company rolled out LightStrike, a 5% ABV non-carbonated hard refresher line, which at the half-year point was finding traction at c-stores but not grocery. But better-for-you offerings with similar nutrition panels have made a mark in recent years. Carbliss, a zero sugar, zero carb, 100-calorie vodka soda has skyrocketed to the fifth largest growth spirits-based RTD brand in the 52 weeks ending November 1, according to 3 Tier Beverages. Read the full story |
