Once the preserve of long train journeys and lukewarm tinnies in the park, the humble canned cocktail has undergone something of a renaissance in recent years. You only have to look at the success of hard seltzer brand White Claw, which has gone from virtually unknown to ubiquitous everywhere from festivals to off licenses, or the rebirth of 90s icon Bacardi Breezer (now know simply as Breezer), as it looks to “recruit the next generation of drinkers”.
Globally, the ready-to-drink alcohol market size, which was valued at $32.9 billion in 2021, is expected to reach $85.5 billion by 2030, according to InsightAce Analytic.
There are a number of factors at play as to why this is happening now, including the role of the pandemic in the popularity of drinking at home and, partly as a backlash to the craft cocktail movement, the convenience of not having to wait 20 minutes for a ‘mixologist’ to make your drink. Health-conscious drinkers are also increasingly swapping the sugary alcopops of their youth for typically lower calorie hard seltzers.