RTD Category is “Stabilizing.” What Does That Mean?

Dear Client: A recent IRI thought leadership piece on the RTD universe and its drivers delivers sobering news: for all the growth and relevance around RTDs, the category is stabilizing. Total RTDs (of any bev alc base) have reached 12% share of total bev alcohol as of the last 52 weeks, hitting above $11 billion in sales (that’s in multi-outlet/convenience, liquor, to 4/17).  RTDs also resonate with coveted demos (youngish, and wealthy): “Nearly 40% of US households bought an RTD