“Fourth Category” Still on Growth Trajectory For Now

Dear Client:   As the "fourth category" of ready-to-drink matures, the picture becomes clearer of what is standing out and what's fizzling out in a rapidly-shifting field.  This week NIQ released a deep dive on the fourth category– which, in their analysis, includes FMBs, hard seltzers, spirits- and wine-based RTDs and ready-to-serve (2+ serving format) products– taking a closer look at what consumers are looking for within the category. FOURTH CATEGORY OVERVIEW. Combined off-premise sales (xAOC+Conv+Liquor Open State) of fourth