As time has moved forward, there is no longer a stigma associated with drinking flavored beverage alcohol. Spirit RTDs were not initially received broadly, but consumer perception shifted with the emergence of hard seltzers, making it mainstream.
Younger consumer palates are evolving towards sweet beverages, leading to greater branding activity and relevant innovation in RTD alcohol products. The acceptance of flavored products eliminates the need to acquire a specific taste for beverage alcohol.
Mintel's report emphasizes that flavor exploration is a significant factor driving the popularity of RTD beverages, while also potentially causing blurred perceptions within the category.
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