Real-time on-premise data from Union indicates that beer drinkers order relatively more malt-based ready-to-drink beverages, over spirit-based canned drinks
Austin, TX (May 23, 2023) – Union—a data-driven hospitality engagement platform—has released a new OnPrem Insights report covering the ready-to-drink (RTD) category. While RTDs still represent a small percentage of on-premise sales, the category is growing rapidly and is on track to continue. Market research company IWSR predicts that RTD volume will double its market share of total beverage alcohol to eight percent by 2025, up from about 4 percent in 2020.
Union’s real-time data from thousands of high-volume venues across the country reveals that not all RTD drinkers are alike. For example, typical beer drinkers at Union venues are more likely to order malt-based RTDs, while the average spirits consumer sticks to spirit-based RTDs. The report also shows that RTDs are an expanding category, but one with different trajectories. According to Union, sales of spirit-based RTDs are increasing, while sales of malt-based RTDs are slowing.
“We are expecting the RTD growth trajectory to continue, which is why it’s so important for bar and restaurant operators to have data around how and when RTDs are being consumed so they can optimize their menus and marketing plans,” said Cody Treybig, Head of OnPrem Programming for Union. “The premiumization trend is also playing out in this category, asspirit-based RTDs cost guests about $2.50 more per drink compared to malt-based RTDs. Yet the higher-priced spirit-based RTDs are gaining more ground—even in a challenging economic climate.”
About OnPrem Insights by Union
Union’s OnPrem Insights provides the hospitality industry with a granular, precise view of on-premise consumer consumption behavior. The reports cover industry trends and uncover consumer purchasing patterns, which allow busy bars and restaurants as well as beverage and alcohol brands to better understand their consumers, the marketplace and identify growth opportunities. The reports are based on Union’s proprietary GuestMatch and MenuMatch intelligence and on-premise consumption data from thousands of Union venues, serving millions of guests 21+ across 34 U.S. states. Union data is based on actual customer orders, not indirect methods like cases sold into the bars or surveys. To learn more or to download Union OnPrem Insights reports, visit https://getunion.com/onprem-insights/.
Union is a hospitality engagement platform leveraging industrial-grade data intelligence to deliver transformative experiences for guests, operators, and brands at the most popular venues across the country. Designed by over 50 hospitality venue owners from some of the highest volume locations in the country, the Union engagement platform was built specifically to meet the needs of high-volume bars and restaurants, while taking a revolutionary approach to connecting consumers and brands on-premise. Follow Union on Facebook and Instagram or visit getUnion.com.