Big alcohol is buying into RTD's for growth
The RTD category continues to build momentum!
Over the past couple of months, a number of notable acquisitions have taken place:
• Mark Anthony Brands acquiring The Finnish Long Drink
• Sazerac Company buying Dirty Shirley Cocktails
• Molson Coors adding Monaco Cocktails
• Anheuser-Busch taking BeatBox
Taken together, these moves reflect a broader shift - with larger beer, spirits and wine players evolving into total beverage companies and expanding beyond their core categories.
RTDs provide access to new occasions and consumers, but this goes beyond adding another product line.
These brands are often built on speed, distinct positioning, and a sharp understanding and connection to the consumer occasion - areas that can challenge larger organisations more.
Acquisition is step one - but scaling without diluting what made them successful is the challenge.
From a leadership standpoint, the focus is increasingly on individuals who can:
• Balance pace with structure while building new capability
• Scale brands without losing their identity
• Translate new occasions into commercial growth
This also reflects a wider trend - of M&A to accelerate entry into growth segments and build new capabilities.
RTDs are a clear example of where this is playing out today.
Execution will determine who wins.
The RTD category continues to build momentum!
Over the past couple of months, a number of notable acquisitions have taken place:
• Mark Anthony Brands acquiring The Finnish Long Drink
• Sazerac Company buying Dirty Shirley Cocktails
• Molson Coors adding Monaco Cocktails
• Anheuser-Busch taking BeatBox
Taken together, these moves reflect a broader shift - with larger beer, spirits and wine players evolving into total beverage companies and expanding beyond their core categories.
RTDs provide access to new occasions and consumers, but this goes beyond adding another product line.
These brands are often built on speed, distinct positioning, and a sharp understanding and connection to the consumer occasion - areas that can challenge larger organisations more.
Acquisition is step one - but scaling without diluting what made them successful is the challenge.
From a leadership standpoint, the focus is increasingly on individuals who can:
• Balance pace with structure while building new capability
• Scale brands without losing their identity
• Translate new occasions into commercial growth
This also reflects a wider trend - of M&A to accelerate entry into growth segments and build new capabilities.
RTDs are a clear example of where this is playing out today.
