Long Island, New York: Lub Sijhawm Dawb lub zog nyuaj hauv tangerine guava tsw, coj ntawm Long Island, Tshiab … [+]
Xov xwm hauv Getty Dluab
Ob peb xyoos dhau los no, qhov chaw npaj-rau- haus (RTD) tau muaj qhov nce thiab nqis. Nyob rau ntawm ib lub sijhawm, qeb yog ib qho los saib: cov khoom zoo li White Claw tau ntes lub ntiaj teb ntawm cov neeg haus dej haus cawv thiab muag SKUs ntawm qhov clip ceev. Los ntawm qhov ntawd, pawg tawg tau qhib, nthuav tawm los ntawm cov tawv tawv rau cov kaus poom cocktails rau cov khoom lag luam zoo li cov khoom tsis muaj dej cawv thiab chaw nres nkoj thiab tonics. Tab sis qeb tau poob qis. Ntau lub npe, ntau cov khoom lag luam - xyoo tas los, Bloomberg tshaj tawm tias cov seltzers nyuaj tau ploj mus.
Yog li ntawd peb zaum qhov twg tam sim no?
NielsenIQ muaj ob peb qhov kev nkag siab zoo ntawm RTD qhov chaw hauv lawv daim ntawv tshaj tawm ib nrab xyoo. Tshaj li $ 4.8 nphom tau siv rau RTDs hauv chaw ua haujlwm qhov chaw muag khoom xyoo dhau los. Qhov ntawd yog qhov nce ntawm $ 63.6 lab piv rau xyoo dhau los. Thaum nyuaj seltzer tej zaum yuav qeeb, RTDs yeej tsis yog.
Ua ntej, nws yog ib qho tseem ceeb uas yuav tsum nco ntsoov tias cov qeb yog tam sim no ntev malt-raws li dej haus zoo li White Claw. Ib qho tuaj yeem cais RTD ua peb pawg. Thawj yog malt-based: nyuaj seltzers thiab lwm yam dej qab zib, nrog rau cov tshuaj yej nyuaj thiab nyuaj kombucha, uas hu rau lub hauv paus ntawm malt-raws li cawv. Tom qab ntawd muaj cov khoom lag luam raws li tus ntsuj plig: npaj haus dej cawv cocktails, seltzers nrog cov dab ntxwg nyoog, los yog tua. Cov qeb thib peb yog wine-raws li: wines nyob rau hauv cov kaus poom thiab wine cocktails nyob rau hauv tetra packs.
Ntsuj Plig-raws li RTDs - tseem hais kom ib ntu me me tab sis loj hlob sai - tab tom pom kev muag khoom tshiab. Thiab tib neeg tsis xaiv rau high-octane, plaub hau-ntawm-koj-lub hauv siab dej qab zib. Kev loj hlob feem ntau yog coj los ntawm cov khoom siv qis-ABV, clocking ntawm 5$ ABV lossis qis dua.
Jon Berg, VP of Beverage Caw Thought Leadership, NielsenIQ hais tias "Cov dej haus npaj tau tseem nrov, tshwj xeeb tshaj yog thaum lub caij ntuj sov thiab dhau hnub so tseem ceeb," "RTDs ntawm Ntsuj Plig tau pom kev loj hlob tshwj xeeb, thiab cov qauv no zoo li yuav txuas ntxiv mus. Cov neeg siv khoom txaus siab rau cov khoom siv yooj yim, thiab cov ntsuj plig RTDs coj kev hem tawm ntawm kev sib xyaw dej haus rau lawv tus kheej lossis cov qhua. Nrog cov ntsuj plig cocktails muaj kev vam meej hauv kev ua lag luam, cov cawv txiv hmab xws li sangrias, mimosas, spritzers thiab bellinis tuaj yeem nrhiav tau ntau dua li cov kab ntawm cov dej haus sib txawv - ntsuj plig, cawv txiv hmab thiab npias - txuas ntxiv plooj. "
Cia peb khawb rau hauv pawg.
Hard seltzers suav txog 43% ntawm RTD muag nyiaj, txawm tias qhov ntawd yuav tsis nyob ntev - pawg tau poob 10% txij li xyoo tas los. Thaum kev muag khoom poob qis, qee qhov tsw qab tseem muaj zog, uas yog 'margarita,' 'punch,' thiab 'ranch water' yog qhia 'sizeable muag.'
Hmoov tsis zoo, qeb yog bullish rau cov neeg tuaj tshiab - tsib lub npe hais kom 87% ntawm kev muag khoom, tawm hauv me me rau lub ntsej muag tshiab.
Piv txwv li, cov dej qab zib malt siv 37% ntawm cov khoom lag luam sib koom, cov ntsuj plig RTDs nce 10.5%, thiab cawv RTDs hu rau 8.9%.
Thaum nyuaj seltzers recalibrate lawv cov kauj ruam, cov ntsuj plig-raws li seltzers tab tom nrhiav lawv stride - qeb yog nce 55% piv rau xyoo tas los. Lub ntsiab tsav tsheb ntawm qhov kev loj hlob no yog cov ntsuj plig raws li seltzers. (Tshwj xeeb? vodka.)
Tab sis nco ntsoov qhov chaw RTD hauv cov ntsuj plig yog qhov tshiab. Ze li ntau pua lub npe tshiab tau tshwm sim hauv ob xyoos, yog li nws nkag siab tias qhov kev loj hlob yog nyob rau hauv stride nrog cov neeg nkag. Ib yam li ntawd, innovation yog blooming nyob rau hauv qeb. Thaum nyuaj seltzers xav tias txwv tsis pub rau cov mis - seltzer, flavoring, nruab nrab cawv cawv - RTDs tuaj yeem ua si nrog cov khoom qab zib thiab cov khoom xyaw. Kev tsim kho tshiab hauv cov ntsuj plig-raws li RTD qhov chaw txuas ntxiv mus tshaj malt- thiab cawv-raws li RTDs
Ua li cas nrog cawv? Wine RTDs yog cov qeb tsawg tshaj plaws, thiab nws tau poob qis me ntsis piv rau xyoo dhau los. Hais tias, cawv-raws li cocktails tab tom nrhiav kev loj hlob, pom kev dhia ntawm 23.3% xyoo tas los. Tsis muaj surprise - wine fwj tsis yog portable, thiab cov kev xaiv me me muab kev thauj mus los thiab yooj yim.
Lwm qhov kev coj mus los ntawm tsab ntawv ceeb toom suav nrog 5.5% txo qis hauv online xaj ntawm kev npaj-rau- haus - nkag siab zoo li IRL haus rov qab los.
Xav txog dab tsi ua rau muaj peev xwm sawv tawm, qhov tseem ceeb tshaj plaws tau mus rau qhov zoo ntawm cov khoom, thaum lub koob npe nrov ntawm hom thiab ntau yam ntawm flavors tuaj nyob rau hauv thib ob. Tshwj xeeb tshaj yog, cov txiv neej yog ob zaug uas yuav cuam tshuam los ntawm kev tsim dua li poj niam cov neeg siv khoom.
Yog li dab tsi ntxiv? Kev tsim kho tshiab yuav txuas ntxiv mus, raws li cov ntsuj plig-raws li RTDs thiab cov khoom xws li cov tshuaj yej nyuaj, dej qab zib, kas fes, thiab kombuchas txuas ntxiv mus nrhiav footing hauv lawv lub khw. Txhua yam nyob rau hauv tag nrho, nws yog ib pawg tshiab nrhiav nws cov footing, yog li nws feem ntau yog leej twg qhov kev ua si.
Tau qhov twg los: https://www.forbes.com/sites/katedingwall/2022/07/27/where-is-the-ready-to-drink-category-headed/