WHAT'S DRIVING THE READY-TO-DRINK BEVERAGE BOOM? - HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS - Linkfluence
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HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM? A LINKFLUENCE SOCIAL INTELLIGENCE REPORT | 2020
WHAT’S THE PURPOSE
OF THIS REPORT?
The goal of this report is to answer
important questions asked by our
clients and partners about the
unprecedented growth of the ready-
to-drink beverage category, and
secondly, to demonstrate the depth,
relevancy, and value of social media
intelligence to leaders in marketing
and consumer insights.
HOW WAS THIS
REPORT CREATED?
This report was produced by the
insights team at Linkfluence, a leading
global social intelligence company,
using data from millions of social media
posts, our proprietary social listening
software, Radarly, and the expertise
of our in-house beer, wine and spirits
industry researchers.
2 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?
WHAT IS THE TIMEFRAME
AND DATA ANALYSED
FOR THIS REPORT?
PERIOD
01 July 2018 – 31 December 2019
LISTENING SCOPE SOCIAL POSTS
USA 399K
English
PLATFORMS
Media Blogs
Websites Twitter
Forums Facebook
Reviews Instagram
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 3
CONTENTS
WHAT DO WE WANT
TO ANSWER WITH
THIS RESEARCH?
4 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?
08 WHY SOCIAL MEDIA
INTELLIGENCE? 60 TRIBES: DIGITAL
CONSUMER SEGMENTS
12 THE TREND
76 WHITE CLAW CASE STUDY
24 FUNCTIONAL DRIVERS
90 TIPS
48 LIFESTYLE DRIVERS
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 5
READY-TO-DRINK (RTD)
BEVERAGES ARE BOOMING.
WILL THEY TRANSFORM THE
BEVERAGE INDUSTRY FOR GOOD?
RTD beverages enjoyed success in the 1990s
and early 2000s, though products were often
highly sweetened. They have seen a recent
comeback, now lower in carbs and alcohol.
While alcohol consumption has dropped in the
United States for the third-straight year in a
row(1) the RTD beverage category has exploded:
+17%
increase in sales of prepared cocktails
between October 2018 and October 2019.(2)
+73%
jump in sales of canned wine between
October 2018 and October 2019.(2)
+200%
growth in hard and spiked seltzers, which had
by far the greatest breakout in the category.(2)
(1) Source: IWSR Drinks Market Analysis (2) Source: CNN and Nielsen
6 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?
WHAT ARE RTDS?
The RTD family is usually
segmented into different
subcategories based on
their ingredients and
production process.
Overall, three distinct
products emerge:
CANNED COCKTAILS
Malt, spirits or
wine-based
CANNED WINE
Red, white or
carbonated
HARD SELTZERS
Containing carbonated
water and alcohol
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 7
WHY SOCIAL MEDIA
INTELLIGENCE?
8 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?
A GROUND-BREAKING
APPROACH TO INSIGHTS
THAT MATCHES THE SPEED
OF MODERN DIGITAL
CONSUMERS’ LIFESTYLES.
The web is the largest focus group:
• Unbiased, unsolicited and objective
• Massively significant data
• Unprecedented speed of delivery
100M+
SOCIAL MEDIA
PROFILES
Sites like Facebook, Twitter,
Instagram and more
200M+
POSTS PER DAY
Traditional web sources like
forums, blogs and
websites
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 9
WHAT MAKES SOCIAL INTELLIGENCE
A POWERFUL APPROACH?
Social intelligence is a modern approach to insight
with speed, depth and breadth.
Linkfluence combines powerful tools and human
expertise to identify and understand markets
and consumers’ trends.
UNSTRUCTURED DATA STRUCTURING
RAW DATA TECHNOLOGY AND
PROCESS
Words
AI
Phrases
Data science
Images
Market expertise
Hashtags
Emojis
ACTIONABLE
Locations
INTELLIGENCE
Links
Behaviors Psychographics
Demographics Conversation drivers
Times Topics and emotions
Platforms Tribes + communities
Devices Audiences
Influencer topic authority
Trend prediction
Occasions
Brand + category
attributes
10 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?WHAT IS THE LINKFLUENCE ADP MODEL?
The Linkfluence ADP model measures the key drivers
of success for a brand, influencer or a trend.
AWARENESS
= volume of posts
generated by a trend
HOW BIG IS THE TREND?
DESIRABILITY
= Desirability ratio
(# positive / # negative posts)
HOW DESIRABLE IS THE TREND?
PROXIMITY
= Engagement rate
(# interactions / # posts)
HOW ENGAGING IS THE TREND?
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 11HOW BIG IS THE
TREND AND WHAT’S
THE PATTERN OF
GROWTH?
12 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?369K POSTS GENERATED NEARLY
450M IMPRESSIONS, RESULTING IN
650% GROWTH BETWEEN 2018 AND 2019.
80% OF POSTS WERE ABOUT HARD SELTZERS.
POST VOLUME TOTAL REACH
399K 485M
8% CANNED
COCKTAILS
10% CANNED
WINE / CHAMPAGNE
82% HARD /
SPIKED SELTZERS
VOLUME AND REACH OF POSTS MENTIONING RTDS AND
VOLUME OF POSTS MENTIONING RTDS IN THE US
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 13THE SUCCESS OF RTDS BRANDS IS
ACTUALLY FIRST THE SUCCESS OF WHITE
CLAW, AS ‘THE CLAW’ ACCOUNTS FOR MORE
THAN 80% OF BRANDED CONVERSATIONS.
EXAMPLES OF MOST MENTIONED
RTD BRANDS IN THE UNITED STATES
1 2 3
White Claw Truly Bon & Viv
254K posts 16.1K posts 8K posts
4 5 6
Smirnoff Natural Light Buzz Ballz
3.5K posts 2.9K posts 2.7K posts
7
and also…
Essentially Geared, Fling
or Shacksbury
Mancan
1.2K posts
*Source: insider.com
14 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?SO WHAT EXACTLY DRIVES
CONSUMERS TO BUY RTDS? OR MORE
SPECIFICALLY, TO BUY WHITE CLAW?
Which attributes have an impact on the category’s
online footprint… and retail success? Are they linked
with broader trends, also impacting other close
alcoholic categories?
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 15THE TREND SPIKED OVER THE
SUMMER AND REMAINED AFTER.
VOLUME OF POSTS PER MONTH MENTIONING
RTD CATEGORIES IN THE UNITED STATES
80K
CANNED
COCKTAILS
60K
AWARENESS
CANNED
40K WINE
20K HARD
SELTZERS
0K
JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC RTDS
PROXIMITY (# INTERACTIONS / # POSTS)
80K
AVERAGE AWARENESS
DEVIATION TO
60K
40K
20K
0K
JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
PROXIMITY (# INTERACTIONS / # POSTS)
16 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?AFFINITY IS MUCH HIGHER
FOR SPIKED SELTZER BRANDS
THAN CANNED WINE
OR COCKTAIL BRANDS.
VOLUME OF POSTS MENTIONING
RTDS IN THE UNITED STATES AND
1 OR MORE OF THE 3 FOLLOWING
SUBCATEGORIES
329K (88%)
HARD SELTZERS
33K (53%)
CANNED COCKTAILS
41K (20%)
CANNED WINE
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 17VISIBILITY WAS GENERATED BY
DIVERSE MOMENTS OF CONSUMPTION.
Not only was a high level of visibility generated,
this visibility spread throughout many contexts and
occasions, making the total awareness much higher.
PA R T Y N AT U RE
@morganleighwillett @whiskeygingermedia
“#halloweekend #sisterclaws” “I’m just starting to get caught
up on summer photos and…
yep, still love the shots from
this May evening. Almost as
much as canned wine.”
-P R E M I S E BAC
K YA RD
ON
@culinarybeertravel @sloshedspirits
“First time for wine in a can. “#happyhour #cheers #travel
Not bad at all.” #memorialday #coronafresca”
AT H O ME R
NN E PART Y
DI
@jenna_sullivan @barstoolmarist
“What do you do after 4 days “Finally, a side dish worth
of networking & learning? You having. #Clawserole”
change into your sweats, light
a candle, slap a chlorophyll
mask on, grab a drink and you
pour over your notes.”
18 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?COMPARED TO OTHER TRENDS,
RTDS ARE HIGHLY DESIRABLE.
ON AVERAGE, RTDS GENERATED
A DESIRABILITY RATIO OF 2.8
IRABILIT
POSTS FOR EACH NEGATIVE ONE
ES
(# POSITIVE / # NEGATIVE POSTS).
D
Y
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 19HOWEVER, THE CATEGORY
IS POLARIZED, WITH HEAVY
ADVOCATES AND DETRACTORS.
VOLUME OF POSITIVE AND NEGATIVE POSTS
MENTIONING RTDS IN THE UNITED STATES
30K
POSITIVE
NUMBER OF POSTS
22.5K
NEGATIVE
15K
7.5K
0K
JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
20 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?WHETHER DUE TO MISUNDERSTANDING
OR DISAPPOINTMENT, RTDS HAVE NOT
SEDUCED EVERYONE.
@LilyAuyeung @HankLambo
“Not a fan (hate me internet)... But this “Went to BBQ tonight w/ approx
does taste exactly like a watered down 12 people. 95.69% of items on the grill
cherry otter pop. #whiteclaw” were Beyond Meat-esque and minus
a single Coors Light all beverages
were spiked seltzer.”
@irkenship @superrkarrl
“There was spiked seltzer water on sale “same thing I asked the other day...
and finally got to taste it. why did i buy it’s an hard seltzer alcoholic drink..
this its like la croix but with battery honestly I thought it was a energy
acid. why do i continue to drink it” drink lol”
@AFairbaugh @Lancaster_2021
“If you’re a grown fuckin man ordering “I’m a little confused on the white
a white claw at the bar at 10pm jump claw hype. People are going nuts for
off a bridge. Idc how many followers it and I thought I was just ok when I
I’m about to lose.” tried it.”
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 21RTDS GENERATED 41.3 INTERACTIONS
PER POST ON SOCIAL MEDIA AND
WERE PARTICULARLY ENGAGING
ON INSTAGRAM (134.2 PER POST).
Engagement per post surged in 2019. Influencers,
lifestyle magazines and memes accelerated the trend
and in just a year, RTDs moved from niche
to mainstream.
ENGAGEMENT ON POSTS MENTIONING
RTDS IN THE UNITED STATES
+333%
44.2
10.2
2018 2019
ENGAGEMENT / SOCIAL MEDIA POST
EVOLUTION OF ADP KPIS FOR RTDS IN THE UNITED STATES
(# POSITIVE / # NEGATIVE POSTS)
AWARENESS =
10
BUBBLE SIZE
(POSTS/MONTH)
8
DESIRABILITY
MA
INS
TRE
AM
ING
5 OF
THE
TRE SUMMER 2018
ND
3
0 SUMMER 2019
0 25 50 75 100
PROXIMITY (# INTERACTIONS / # POSTS)
22 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?OXIMIT Y
PR
@auntkarencorns
“Happy Tuesdee y’all! Minding my
own damn business and livin’ my
IN 18 MONTHS, best life, hbu?(…) (PS- y’all tag
RTDS GENERATED white claw in the comments)”
13.9 ENGAGEMENT
ACTIONS PER POST 29.2K INTERACTIONS
@coltonunderwood @cosmopolitan
“It was love at first sight. I had a “DON’T LET ANYONE TELL YOU
blast handing out @smirnoffus WHITE CLAW SEASON IS OVER!!”
Seltzer Rosés in my hometown at
the first ever Hard Seltzer Festival
@fizzfigh”
43.9K INTERACTIONS 18.4K INTERACTIONS
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 23WHAT FUNCTIONAL
DRIVERS ARE
CONTRIBUTING
TO THE TREND?
24 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?FOR THE PAST MONTHS, RTD BRANDS
HAVE BEEN PUSHING SEVERAL
FUNCTIONAL BENEFIT CLAIMS.
WHICH FUNCTIONAL ATTRIBUTES
DROVE THE RTDS SUCCESS?
GLUTEN-FREE
LOW-CARB
FLAVORS
LOW-CALORIE
LOW-ALCOHOL
NATURALITY
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 259 FUNCTIONAL ATTRIBUTES WERE
PARTICULARLY VISIBLE ONLINE.
MAIN FUNCTIONAL DRIVERS
ASSOCIATED WITH RTDS
IN THE UNITED STATES
Flavor Naturality Convenient
Low-calorie Refreshment Know-how
Alcohol Taste Price
content
26 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?HOW DO CONSUMERS FEEL ABOUT
THESE FUNCTIONAL DRIVERS?
SHARE OF CONSUMER VOICE
(VS BRAND VOICE) IN RTDS’ POSTS
HOW IS THIS CALCULATED?
1. Focus on consumer-centric platforms
(forums, reviews, social media)
2. Exclude brands’, media’s, retailers’/resellers’
social accounts
3. Using AI to isolate owned content from real
people expressing personal opinions
BRANDS CONSUMERS
34.1% 63.9%
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 27THE SURGE OF RTDS WAS LARGELY INFLUENCED BY THE SUCCESS OF
HARD AND SPIKED SELTZERS, WHICH WENT FROM NICHE TO COMPLETELY
MAINSTREAM, WHILE CANNED WINE AND COCKTAILS REMAINED LESS
VISIBLE BUT BECAME MUCH MORE ACTIVELY DISCUSSED.
AWARENESS =
EVOLUTION OF ADP KPIS FOR RTDS IN THE UNITED STATES BUBBLE SIZE
(POSTS/MONTH)
(# POSITIVE / # NEGATIVE POSTS)
25
19
DESIRABILITY
SUMMER 2018
13
H A R D SE LT SUMMER 2019
6 ZE R S
0
0 23 45 68 90 RTDS
PROXIMITY (# INTERACTIONS / # POSTS)
SENSORY ATTRIBUTES CLEARLY DRIVE CATEGORY
AWARENESS. WHILE VALUE ATTRIBUTES DRIVE
ENGAGEMENT AND POSITIVITY.
AWARENESS =
BUBBLE SIZE
(SHARE OF VOLUME
FUNCTIONAL DRIVERS’ ADP MAPPING IN THE U.S. CONSUMER VOICE OF POSTS)
(#POSITIVE / #NEGATIVE POSTS)
15
REFRESHMENT (8.1%)
DESIRABILITY
DESIRABILITY
10
FLAVORS (40.1%)
NATURALITY (4.0%)
5 KNOW-HOW LOW-EVERYTHING
PROXIMITY
(2.5%) CONVENIENCE (5.0%) (6.1%)
ALCOHOL
TASTE (27.1%) PRICE (2.5%) CONTENT (4.8%)
0
0 20 40 60 80 100 120 140 160 AWARENESS
PROXIMITY (# INTERACTIONS / # POSTS)
28 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?THE REFRESHMENT DRIVER BENEFITS
THE CATEGORY MULTIPLE WAYS.
FLAVORS AND NATURALITY ALSO
EMERGE AS KEY STRENGTHS FOR RTDS.
DESIRABILITY AWARENESS
ADVOCACY RATIO SHARE OF MENTIONS
(# POSITIVE / # NEGATIVE) (AMONG DRIVERS)
REFRESHMENT 12.9 FLAVORS 40.1%
NATURALITY 6.8 TASTE 27.1%
FLAVORS 4.2 REFRESHMENT 8.1%
LOW-
CONVENIENCE 3.9 6.1%
EVERYTHING
LOW-
3.8 CONVENIENCE 5.0%
EVERYTHING
PROXIMITY
ENGAGEMENT RATIO (ENGAGEMENT / POST)
LOW-
148.8
EVERYTHING
ALCOHOL
127.6
CONTENT
NATURALITY 90.3
REFRESHMENT 84.5
CONVENIENCE 49.7
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 2930 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?
AWARENESS
DRIVERS
WHAT’S DRIVING VISIBILITY?
1. Many consumers post due to an
excitement about fruity, original, and
innovative flavors, resulting in more
exposure about brands that excel in
flavor diversity.
2. Whether or not consumers agree about
the flavor of hard seltzers, the debate
on taste results in more conversation
and more exposure about the category.
3. Many people are positively surprised
about the quality of canned wine,
resulting in increased awareness about
better-then-expected taste.
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 31AWARENESS DRIVER
FLAVOR
CONSUMERS APPRECIATE THE
NOVELTY AND EXCITEMENT RTDS
BRING TO SUMMER FLAVORS.
@see.asha.go @garnish_girl
“I’m so happy I ran into the district “I’ve been pretty blown away by
manager of @crookandmarker. She the quality of pre-mixed cocktails
definitely kicked my weekend up by these days. I recently discovered
suggesting their bomb ass drinks. @loyal9cocktails – 4 different
We’ve all been bit by the spritzer bug canned cocktails, all spiked with
this summer – the mango is obvi my Sons of Liberty vodka. The iced tea
fave flavor.” + lemonade is my favorite!”
32 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?MANGO, CHERRY + LIME ARE SUMMER
FAVORITES, BUT CONSUMERS
ALSO SEEK NEW, SEASONAL AND
INVENTIVE COMBINATIONS.
While fruity flavors work well over the summer HARD SELTZER FRUITY FLAVORS
period, some consumers ask their favorite brands WORK WELL WITH CONSUMERS AS
to release new winter flavors for fall and winter. THEY VALUE ORIGINAL AND VARIED
Additionally, White Claw’s news to be launching FLAVORS, BUT WHEN IT COMES TO
three new flavors in 2020, watermelon, lemon and CANNED COCKTAILS THEY SEEK A
tangerine, is well received by the online community. WIDER FLAVOR PALATE.
@hotinhoustonnow @brunahroman
“Who’s ready for the weekend??!! “Got to try @crookandmarker coconut
Grab one of these @mightyswell and pineapple flavor a couple of
Spiked Spritzers because️ I love weekends ago at a @ipsy event in
them when chilling outside. Flavors Miami, and it is delicious and organic.
are on point esp. with the bubbly What a good time, let’s do it again.”
action. You’ve got Cherry Limeade,
Grapefruit, Peach & Watermelon.”
@same_mckenna @mkandrose
“Cooling off by the lake with “Sunday Sips! Today we are sipping on 2
@bonandvivspikedseltzer. I love the canned cocktails! First up was the Whisky
black cherry rosemary flavor best Thief! This one definitely packs a huge
so far, but keeping an eye aged whisky flavor mixed with a special
out for the Clementine flavor! blend of bitters with a hint of orange.
It’s gluten free, 90 calories and It’s very reminiscent of an Old Fashioned.
0g sugar - so basically guilt free!” Perfect for the whiskey lover in your life.”
@chic.in.cinci @THOCgeek
“It’s been the kind of day where you “I’m going on a weekend beach vacay and gonna have a bottle of
just need comfort + calm in your life. Jose Cuervo coconut pineapple margarita by my side at all times.”
I know it’s Aug but Fall is my favorite!
Yes I am one of those ‘pumpkin @AnthoneWillis
spice everything’ people. Anyone
else think @whiteclaw should make “Just had a Guava Lime Corona Refresca and let me tell y’all
a pumpkin flavor for Fall?” it is the most refreshing alcoholic drink I think I’ve ever had.”
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 33AWARENESS DRIVER
TASTE
DESPITE THE EXCITEMENT FOR NEW
FLAVORS, THE TASTE OF HARD SELTZERS
DIVIDES THE ONLINE COMMUNITY.
@pattyy_cake @MadzDelarosa
“I find myself only drinking White Claw or Truly nowadays. It “White claws are water seltzer with alcohol base and fruit flavoring
tastes great and it doesn’t make me feel full or sick or anything.” and beer is a yeast-fermented malt. Idk what kind of alcohol is used
in them but it tastes like ass whatever it is.”
@nuengti @atthaBret
“I can’t believe I’m going to admit this, but the Black Cherry “I finally tried a white claw god damn they are horrible.”
White Claw is mighty refreshing and surprisingly good.”
34 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?ON THE CONTRARY, CONSUMERS
ARE PLEASANTLY SURPRISED BY
THE PERCEIVED HIGH QUALITY OF
CANNED WINES AND COCKTAILS.
Consumers seek higher quality when it comes
to canned wine and cocktails. Consumers are
not disappointed, as over half of consumers
commenting on taste mention how much they
enjoy various products. Some wine drinkers are
initially skeptical, but positively surprised.
Some people express a dislike for both canned
wine or cocktails, mentioning the metallic taste
of the can, drinks tasting too sweet or not
being high quality enough.
@sarahgracepeterson @winefarer
“Look what we found this weekend... “SO different from the canned rosé I tasted last night (see last
wine in a can! Surprisingly Good. This is post). The @thepinotproject rosé is much lighter! Even the color
perfect to take to the beach! #baberose is an extremely pale pink. A very vibrant wine with flavors of
#babered #californiabeaches” raspberry, lemon, sour apple with lots of nice acidity. Such a
great one to drink poolside and to keep pouring and pouring
and pouring...... #poolpounder”
@kimschwart16 @kimschwart16
“Oh wow my love for canned wine grew “Tried wine in a can from Trader Joe’s a while back. Adding a
this past summer. I definitely tried more nice metallic after-taste to the cheap stuff inside the can didn’t
rose’s than whites but now since I am improve things at all.”
in red wine season I want to try some
more canned reds! This rose from
@orcawines is crisp and dry with
@lucyswope
soft berry flavors. (…)”
“What’s the sweetness level? i find most canned cocktails too
sweet for my taste.”
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 3536 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?
DESIRABILITY
DRIVERS
WHAT’S DRIVING POSITIVE SENTIMENT?
1. The highly functional appeal of RTDs
address needs such as refreshment and
convenience, especially for the summer
period, reinforcing the perception of
a new category.
2. Simultaneously, RTDs appeal to macro
trends of wellness and naturality, and
their ‘guilt-free’ identity makes them
more consistent and less seasonal.
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 37DESIRABILITY DRIVER
REFRESHMENT
RTDS ARE THE PERFECT DRINK
FOR SUMMER DUE TO THEIR
REFRESHING NATURE.
RTDs are considered the perfect for cooling
off near a pool or beach. Within the wine
category, rosé is the clear winner, being
mentioned by nearly 45% of consumers.
@themindfulgal @FickleHarpy
“Bubbly rose, in a can, that I can “I heard splashing in the pool! It’s almost pool pants season.
easily bring to the pool... my life Get your floaties and canned wine ready!”
is now complete. #themindfulgal”
@djfurlyfurlz
“@buzzballz re SO delicious on a hot day like today. 85 degrees
and I’m sipping on my delicious peach #buzzballz.”
38 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?THEIR PERCEPTION OF LIGHT AND
REFRESHING DIFFERENTIATES
THEM FROM OTHERS ALCOHOLIC
DRINKS, ALLOWING RTDS TO
EMERGE AS A NEW CATEGORY.
@themindfulgal @katestakedotcom
“I’m partnering with “Out of Office! Seriously though, I’m so grateful our friends
@bonandvivspikedseltzer in this warm introduced us to these @enjoypampelonne wine spritzers. They
summer day! This light, refreshing drink are light, refreshing and perfect for the beach! Not to mention
is the perfect companion next to the the amazing packaging!”
pool aka my ‘rectangular ocean’ with
my girls.”
@beautynthebrews @carolinabrandenburging
“Well trying something very “These canned spirits from @durhamdistillery were a surprise
different here not craft beer, but a star today at the @terravitafest! Honestly, I wasn’t expecting
@smirnoffus Spiked Sparkling Seltzer much from a can. (You know how some canned beverages can
Watermelon. It isn’t half bad – light & be.) But the Cucumber Vodka and Soda was light and refreshing
refreshing, ABV 4.5% & 90 calories but and the Gin and Tonic was the best G&T I’ve ever had. You can
who’s counting!” pick them up at your nearest #NC #ABCstore.”
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 39DESIRABILITY DRIVER
NATURALITY
CONSUMERS LOVE GUILTLESS
DRINKS, WITHOUT ARTIFICIAL
FLAVORS, ADDED CHEMICALS
OR PRESERVATIVES.
THE GLUTEN-FREE CLAIM
@chelseyeatsdc REINFORCES PERCEPTIONS OF
“It’s finally Friday – time for a guiltless drink! This peach spritzer HEALTH AND NATURALITY AND NOT
is 110 calories, gluten-free, and made with all clean ingredients!” JUST FOR THE GLUTEN INTOLERANT.
@asiancaucasianblog @citygirlcece
“Quality, Clean-Crafted wine in a can? Heck yeah! These portable, “Awesome summer rooftop night celebrating the release of
handy-dandy 14K Rosé and Chardonnay wines are ideal for @durhamdistillery’s Conniption Rosé Gin Spritz. The canned
summer picnics. NO added chemicals or preservatives • NO sugar cocktail is 11% ABV, gluten-free and has no artificial flavors. It’s the
added. Ever! • NO synthetic pesticides.” perfect canned cocktail to enjoy on these hot Carolina nights!”
@imnotsorrydarling @thenutrientsolution
“Skinny Margaritas all summer “White Claws - vodka spiked flavored
long! @capeline sparkling cocktails sparkling seltzers that are delicious,
are gluten free, 120 calories and gluten free, only 100-calories each, low
are seriously delicious, thanks to carb, low sugar AND they hydrate you
it’s none artificial flavoring! Which while giving you a buzz. This is my #1 pick
is your favorite Margarita?” for a healthy alcoholic drink.”
40 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?DESIRABILITY DRIVER
CONVENIENCE
CANNED WINE ENABLES
ENJOYMENT IN CASUAL
SETTINGS, RESULTING IN MORE
MOMENTS OF CONSUMPTION.
Canned wine allows consumers to transport
and consume the drink in more casual settings, @Denver
such as at a picnic, BBQ or at the beach.
“Canned wine serves the same purpose as canned beer.
Additionally, consumers appreciate the Sometimes you want some wine recreationally. It’s handy.”
flexibility canned wine offers as they no longer
have wine leftover after opening a bottle and @Denver
can serve smaller sizes, which is particularly
“My wife doesn’t drink beer, so canned wine is great. So much
useful for cooking.
better than bringing a bottle and a bottle opener with you if
you want to do things like tailgate, go to a party, camping, etc.”
@bunnycaper @jdwineroad
“At the beach with my family for a couple days, drinking canned “Canned wine sure makes it easier to take your wine habit to the
wine by the pool. With many, many flies and ants. I love vacation! beach, to the river and to outdoor concerts. Don’t want to break
I hate pants!!!!!!” the habit!”
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 4142 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?
PROXIMITY
DRIVERS
WHAT’S DRIVING ENGAGEMENT?
1. Especially in response to influencer
posts, conversations about low-
calorie and low sugar result in a high
level of engagement as people share
their excitement about being able to
‘drink healthy’.
2. Low-alcohol is not just a benefit
in itself but allows for creative
discussion around the versatility
of RTDs for mixing (with stronger
beverages) or drinking alone,
depending on the occasion.
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 43PROXIMITY DRIVER
LOW-EVERYTHING
ALTHOUGH CONSUMERS PUT
LESS EMPHASIS ON LOW-SUGAR
AND LOW CALORIE WHEN
POSTING, THEY ENGAGE MORE
IN RESPONSE TO THESE TOPICS,
ESPECIALLY LOW-CALORIE.
57% of conversation about RTDs intake focuses
on the low calorie content. Less alcohol means
less calories, perfect for consumers wanting INFLUENCERS DRIVE MOST OF THE
to be healthy without having to abstain from ENGAGEMENT ABOUT THE LOW CARB
drinking alcohol altogether. AND SUGAR CONTENT; CONSUMERS
The topic of controlling calories has RARELY POST BUT SHOW INTEREST
generated very high engagement. THROUGH ENGAGEMENT.
@dannybayshore @allbuenothingsoli
“Kicking back after a long day “Looking for a perfect Summer
has never tasted better with drink? @saturdaysession is a lightly
@bonandvivspikedseltzer. Only sparkling and refreshing new wine in
90 calories & zero grams of a can with only 90 calories and 4g of
sugar. #BONandVIVPartner #ad sugar per can. It’s the ultimate drink for
#dannybayshore” all the hot Summer rooftop parties.”
@aldarooo @katayyee
“I like my calories like I like my debt: zero. Being super basic this summer “Hate on white claw all you want but hard seltzer’s are the fucking
with a whole lot of simplicity & even more taste! BON & VIV and best. I’m not tryna drink a fuck ton of carbs and sugar and get a beer
budgets are my ways of beachin’! #bonandviv” belly. If you’re gonna drink, why not avoid calories and sugars?”
44 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?PROXIMITY DRIVER
ALCOHOL CONTENT
LOW ABV WAS THE TOPIC OF
HIGHEST ENGAGEMENT, WITH
SOME PEOPLE AIMING TO AVOID
HANGOVERS AND OTHERS MIXING
WITH HIGH ABV PRODUCTS. @oliviasickelka
The typical 5% ABV of hard seltzers makes it “Just bought A CAN of wine that has 12% alc. Happy Saturday!”
the perfect drink for consumers wanting to steer
clear of heavier alcohol and avoid a hangover.
@iamthethirstykitty
However, some consider the ABV to be too
“Recently, like every other person in the world, I’m hooked on the
low, and either mix hard seltzers with stronger
seltzer drinks! This one is just kinda meh tho.... super super low
liquor or opt for different drinks. Canned ABV and a meh clementine flavor. 3.7 out of 10!”
cocktail brand Buzzballz is engaging thanks
to its high ABV.
@InvalidFranklin
Some users actively seek lower alcohol options “Fan of the mango whiteclaw hard seltzer on a work night… low
for the flexibility of either mixing it or drinking calories/ no carbs but strong enough for a slight buzz (5%0 w/
it alone, depending on the moment. no risk of getting drunk/ hangover.”
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 45RTDS PROVIDE AN OPPORTUNITY FOR
HEDONISM BUT ARE WELL-MATCHED
TO THE EXPECTATIONS OF MORE
HEALTH CONSCIOUS CONSUMERS.
46 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?HOW DO FUNCTIONAL DRIVERS EMERGE
IN SUB-CATEGORIES’ CONVERSATIONS?
FUNCTIONAL DRIVER INDEX BY SUB-CATEGORY
HARD SELTZERS SUBCATEGORY’S DEVIATION TO THE AWARENESS
OF THE TOPIC IN RTD’S MENTIONS
As the top sub-category, their topic
distribution is very similar to RTDs’.
Flavors and Low-everything emerge
as the main saliences (comparing FLAVORS
250
with Wine and Cocktails).
PRICE 200 TASTE
CANNED WINE / CHAMPAGNE
150
Convenience is largely visible,
100
as cans allow to reinvent wine
consumption. Consumers are also LEGITIMACY 50 REFRESHMENT
highly demanding about products’ 0
Naturality, Know-How and Taste –
they look for premium products.
NATURALITY LOW-EVERYTHING
CANNED COCKTAILS
Like for wine, Know-How is key as
users wish to be reassured about the ALCOHOL CONTENT CONVENIENCE
products’ quality. Canned cocktails
are also often visible in Refreshment
(as summer drinks) and Alcohol
Contents conversations (thanks HARD CANNED WINE CANNED
to their versatility). SELTZERS / CHAMPAGNE COCKTAILS
*Source: teegoog.com
*Subcategory’s Deviation to the Awareness of the topic in RTDs’ mentions
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 47WHAT LIFESTYLE
DRIVERS ARE
CONTRIBUTING
TO THE TREND?
48 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?JUST ANOTHER FORMAT OR
A WHOLE NEW LIFESTYLE?
The rapid adoption of RTDs by modern consumers
seemed effortless. Successful new RTD brands embrace
today’s lifestyles; their image is shaped around values
that make the category relatable and sexy, which also
allow them to be highly visible in social media.
TRADITIONAL PACK DESIGN
MODERN PACK DESIGN
*Source: vice.com, brewbound.com
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 49RTDS’ BRAND IMAGE IS
SHAPED BY VALUES THAT
ARE DEFINED BY CONSUMER
LIFESTYLES. THESE VALUES
EXPLAIN WHY ADOPTION
HAPPENED QUICKLY.
VALUES ASSOCIATED WITH
RTDS IN THE UNITED STATES
Togetherness Commitment Creativity
Fun Pop and Internet culture
Entertainment
Versatility
*Source: businessinsider.fr, supseltzer.com, foodandwine.com,
thedailybeast, etsy.com, news.yahoo.com, vocal.media
50 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?WHAT LIFESTYLE TOPICS ARE DRIVING
THE MOST VALUE FOR RTD BRANDS?
Sustainability and versatility do not emerge as strong assets.
POPULARITY OF THE TOPICS TOGETHERNESS AND FUN OVER TIME
(#POSITIVE / #NEGATIVE POSTS)
15 AWARENESS =
CREATIVITY BUBBLE SIZE
(2.5%) TOGETHERNESS (SHARE OF POSTS)
DESIRABILITY
10 FUN (12.4%)
POP & ENTERTAINMENT
VERSATILITY (31.4%)
(25.8%)
(7.4%)
5 LOYALTY
5.7% WEB CULTURE
(14.8%)
0
0 25 50 75 100
PROXIMITY (# INTERACTIONS / # POSTS)
RTDS ARE DRINKS FOR The topics of Togetherness and Fun are largely responsible for the
EFFORTLESS FUN AND RTDs trend. The category works with both outdoor activities and
more relaxing moments, where stronger drinks are less appropriate.
GATHERING OCCASIONS.
They emerge as a light and effortless alcoholic beverage for
unplanned gatherings with no preparation and fewer side effects.
POPULARITY OF THE TOPICS TOGETHERNESS AND FUN OVER TIME
500%
AVERAGE AWARENESS
RTDS
400%
DEVIATION TO
300%
TOGETHERNESS
200%
100% FUN
0%
JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
PROXIMITY (# INTERACTIONS / # POSTS)
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 51RTDS MAKES BRINGING PEOPLE
TOGETHER A LITTLE BIT MORE @taravino
SIMPLE, AS THE CATEGORY
“Canned cab pairs perfectly with
OFFERS CONVENIENCE FOR
friends and a beautiful setting!
OUTDOOR GATHERINGS. #cannedwine #cabernetallday
#takeitwithyou #organiconthego
Consumers rarely experience fun activities by #cleancraftedwine”
themselves, but are usually in the company
of good friends. As a result, RTDs are often
consumed in social settings. Consumers share
online how RTDs are part of those special @Antneye
moments. Various consumption occasions
“Long story short. Wild golf weekend with friends. Had no intention of
emerge in online conversation: on the beach, drinking on final day. Friend breaks out a white claw on 4th hole. I taste
at the pool, hiking, tailgate parties, nights out, one. Rest is history.”
picnics or at pre-games.
@ShannonRadilla2
“Hitting the beach with a huge BBQ feast and with family
#BuzzingForBuzzBalls #ImHavingABall”
RTDS ARE AN ADAPTED
ALCOHOLIC BEVERAGE @withwonderandwhimsy
FOR RELAXING GATHERING “Hope you all have a Sunday FUNday
MOMENTS, FOR USERS WHO planned today! One of my favorite
WISH TO SHARE A LIGHT summer memories from this year?
Tubing down the #AuSable with good
(AND QUALITY) INDULGENCE. friends, oldies on the radio, and a can
of @leelanauwinecellars canned wine!
#leelanauwinecellars #leelanauwine”
@tucsondavis
“Friday afternoon with my best friend, wine in a can and chickens
at Hubba Hubba”
@byashleyoneill
“Celebrated the loves of my life @motelradiomusic album release last
night — nothing better than drinking cocktails in a can while singing
songs you’ve known for years and dancing with your friends. topped
it off with a fun staycation with my ladies hope y’all are having a
lovely weekend (IT’S BELOW 90°!!)”
52 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?CONVENIENCE AND EASE OF
PORTABILITY MAKE HARD @dougoconnell13
SELTZERS POPULAR FOR VARIOUS
“White claw pizza wasted #whiteclaw
FUN ACTIVITIES (CONSUMERS
#pizza #party #chicago #dougoconnell
HAD LESS OPTIONS BEFORE). #drinks #pizzaparty”
Not only are RTDs refreshing on a hot summer
day, they have become essential for fun
activities, such as pool, tailgate, birthday or
house parties. This is due to the convenience
and ease of portability of the drinks. These two @grumpypharm
attributes also make RTDs the perfect warm
“Some of my friends camped out last night for a tailgate spot, the line
up drinks, with many indulging on hard seltzers for College Gameday is already hundreds of people deep, and there is
on a bus or train on the way to a party. not a single White Claw left in any store.”
@emdavis3
“We are having an official White Person Emergency at this house
party: we are out of White Claw.”
ON THE CONTRARY, RTDS ARE
NOT AS WIDESPREAD YET ON @kateelovescats
NIGHTS OUT IN BARS AND CLUBS.
“We drank red wine in a can
While RTDs are popular at house parties or at the club”
tailgates, consumers enjoying RTDs at a bar,
club or restaurant are much less prominent
online. This could be due to some consumers
expressing a preference for freshly mixed
cocktails over a premixed drink.
@katevade
“I’m the same way when I have options like at a bar I will get a frickin
Shirley temple w/ vodka but at a party the raspberry or black cherry
white claw tastes good enough to me. (…)”
@MF_Feldkamp
“The bar I was at last night ran out of whiteclaw and the bartender
asked if I wanted something else and I just closed my tab and left.”
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 53RTDS ARE BECOMING PLAYFUL Premium perception and guilt-free positioning allow
POP CULTURE SUBJECTS: THEY RTDs to emerge in Culture / Entertainment moments
(largely occupied by beers/no-alcohol options).
FIT WELL WITH NEW WAYS OF
Furthermore, RTDs largely buzzed in August 2019,
CONSUMING ENTERTAINMENT as White Claw became a part of the ‘web culture’,
AND BECAME A PART OF THE WEB with its image partly shaped online: their fluid identity
CULTURE THEMSELVES (THANKS seduces users who love the brand their own way.
TO WHITE CLAW).
DEVIATION TO AVERAGE VOLUME OF POSTS PER MONTH
500%
AVERAGE AWARENESS
RTDS
400%
DEVIATION TO
300% INTERNET +
CULTURE
200%
100% POP +
ENTERTAINMENT
0%
JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
PROXIMITY (# INTERACTIONS / # POSTS)
RTDS ARE BEING CONSUMED
AT MUSIC AND FOOD AND @ambertcb
DRINK FESTIVALS... AND ARE “Jazz festival fun with @johanna.
SLOWLY ENCROACHING ON THE lacoste and our youngest kiddos. We
SPORTS TERRITORY, TYPICALLY brought a giant caesar salad, shrimp
and some wine in a can to share. Both
DOMINATED BY BEER. kids loved the music! It was so cute to
see them dancing.”
RTDs have started making their way into
American pop culture. Consumers highlight
their consumption moments at music themed
@ericrennerbrown
events, such as festivals or gigs. With the
rise of the foodie culture, RTDs have also “Was talking to a concessions exec from one of the concert giants
begun exhibiting at food and drink festivals recently who said they were completely blindsided by the demand
for White Claw. Came out of nowhere.”
across the US where they are well received
by attendees.
@e810erm
Similarly, RTDs started to emerge in
“Already spilled Raspberry White Claw down my shirt and the game
sport gatherings. isn’t for another 3 hours. I love game day #GoHerd”
54 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?DESPITE THEIR ‘GENDER
DIVERSE’ TARGET, BRANDS @hannah_breeding
STILL NEED TO BE CAREFUL
“Summer isn’t the only time to drink
OF CAMPAIGN MESSAGE
hard seltzer. @BONandVIV is teaming
WHEN TARGETING SPORTS up with @NFL to reach consumers
ENTHUSIASTS. during the football season.”
Brands such as Bon & Viv have collaborated
with the NFL to increase their audience and
diversify their appeal outside of summer.
@trippwhitbeck
However, their Super Bowl ad including
mermaids was not well received by the target “Hard Seltzer aimed at women, the Handmaid’s Tale, Olay
Facial Care.. Whom does Madison Avenue think is watching
audience, with consumers not understanding
the #SuperBowl?”
the mermaid concept. Some male sport
enthusiasts also still consider hard seltzers to @markjburns88
be for women only.
“The Boston Beer Company announced a 5-year partnership with
NHL, making hard seltzer brand @trulyseltzer the official league
hard seltzer.”
CANNED LOW-PROOF DRINKS
BRING BACK ALCOHOL IN @happycampercocktails
‘CULTURAL’ MOMENTS: CANNED
“I don’t know who needs to hear
WINE FOR INSTANCE APPEALS TO this but you can drink/make the
CONSUMERS ENJOYING A NIGHT finest #gardentoglass craft cocktails
IN WITH NETFLIX OR THEIR in all the land on a Saturday and drink
canned wine (not an ad, just real life)
FAVORITE MOVIE. in your finest muumuu on the couch
next to your hubs on a Tuesday night.”
@noshoes039
“Why go to the club when I can deejay myself in my pajamas,
playing my favorite music videos from the 90s on my TV while drinking
Trader Joe’s canned wine?”
@magneticksara
“Is it too desperate housewife of me to buy a can of sparkling rose
and enjoy it while watching Netflix?”
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 55THE WIDESPREAD ONLINE
PRESENCE OF WHITE CLAW
HAS BOOSTED THE BRAND’S
POPULARITY OFFLINE.
The online obsession with White Claw has not
just resulted in a series of memes, but also
video parodies and unofficial merch.
@jewelsforhopect
“There ain’t no laws when you’re
drinking claws, brah. Can’t wait to
put up our new line of earrings, bottle
openers, necklaces, money clips and
more... all in honor of #WhiteClaw
#aintnolawswhenyouredrinkingclaws
#whiteclawwasted #whiteclaws”
@stephanie___gray
“Tour De Fat 2019! White Claw
Posse! Best neighbors Eva!
#nolawswhenyouredrinkingclaws
#whiteclaw #whiteclawgang
#whiteclawhardseltzer
#aintnolawswhenyouredrinkingclaws”
56 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?BRANDS SUCCESSFULLY USED CREATIVE DESIGN
AND THE CAN FORMAT TO CREATE HIPNESS AND
DESIRABILITY AMONG CONSUMERS INTO ART
AND FASHION.
In comparison with older RTD alcoholic beverages (like alcopops),
brands have fully exploited the cans format to trigger desirability
and attract consumers who are into art and fashion.
POPULARITY OF TOPIC OF CREATIVITY OVER TIME
500%
AVERAGE AWARENESS
CREATIVITY
400%
DEVIATION TO
300% RTDS
200%
100%
0%
JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
PROXIMITY (# INTERACTIONS / # POSTS)
SLEEK PACKAGING GIVES PEOPLE
REASONS TO POST ON SOCIAL @wanderwithmacy
MEDIA. THE DESIGN OF RTDS HAS
“Cheers to the weekend! Enjoying
TURNED THEM INTO FASHION this Friday afternoon with my favorite
ACCESSORIES AND ATTRACTED @clubtails flavors. A whole cocktail in
a can, who could ask for more! Have
THE ATTENTION OF RTDS AND an awesome weekend! #clubtails
NON RTDS DRINKERS ALIKE. #ad #weekendvibes”
Consumers love the eye-catching and
‘Instagrammable’ packaging of canned @atladventurer
wine and cocktails.
“Halloween rooftop parties on deck this weekend! So excited to
share @tiptoppropercocktails - it’s a new canned cocktail line
developed by a local bartender from @kimballhouse!”
@haleyca
“Very into the design on these mediocre canned wine drinks made
by a country band.”
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 57THE TOPICS OF LOYALTY AND VERSATILITY
(ABILITY TO BE PAIRED OR MIXED) ARE
IMPORTANT BUT LESS VISIBLE, SUGGESTING
OPPORTUNITY FOR DIFFERENTIATION.
DEVIATION TO AVERAGE VOLUME OF POSTS PER MONTH
500%
AVERAGE AWARENESS
COMMITMENT
400%
DEVIATION TO
300% VERSATILITY
200%
100% RTDS
0%
JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
PROXIMITY (# INTERACTIONS / # POSTS)
58 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?RTDS SHOULD CONSIDER
COLLABORATING WITH @tnfood_art
MIXOLOGISTS TO SHOWCASE “Rainy summer days calls for a
THE VERSATILITY OF THE DRINKS. bartender to get creative. Orange
Smirnoff w Polar orange vanilla seltzer
Not only are RTDs versatile in terms of their garnished with raspberries and a
various moments of consumption, but also bing cherry! Boom! #bartenderlife
in regards to how they are being consumed. #summerdrinks #drinking
#healthycocktail #smirnoff”
This is particularly true for hard seltzers and
canned cocktails. While many enjoy their RTDs @thebeanilene
as they are, some consumers and bartenders
“I just made a drink it’s 3 shots of cucumber vodka with an entire can
create their own drinks by mixing hard seltzers
of mango white claw, grapefruit juice and some lemonade. Please do
with liquor, such as vodka or tequila, or juice, not call me for the rest of the evening I will not answer my phone.”
depending on the moment. Some also pair
it with a shot on the side. @tht_dude_ryan
“I mixed a ruby grapefruit White Claw with some wine tonight
and made a delicious drink. Who knew I was such a mixologist?!”
SUSTAINABILITY IS AT
THE FOREFRONT OF @sipswirlsee
CONSUMER MINDS. “Never thought wine in a can would
be my jam, but this #California #rose
With increased concern about the environment, by @webroughtwine just changed my
it‘s no surprise that sustainability is at the mind... it also does it’s job keeping my
forefront of consumers’ minds, making up just beautiful surroundings clean since
over half of the commitment-related posts. it’s a can that recycles easily. Plus,
no breakage and low spillage chance.”
Consumers expect their favorite RTD brands
to have a positive impact on the environment @TheWinePeople
and appreciate that the cans are easy to recycle.
RTD drinkers sometimes encourage each other “While there are lots of options when it comes to the types and styles
of packaging that are showing up in the wine industry, it is a great to
to take recycling of the cans seriously.
see more eco-friendly options to hit the market. #wine #cannedwine.”
@EmmiHaddock
“Hey @enjoyPampelonne I’m trying to enjoy your product responsibly
and it IS what’s inside that counts. (Both your tag lines) But you know
what? You included plastic straws wrapped individually in more plastic.
Stop. Please. #plasticfree #epicfail”
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 59WHICH CONSUMER
GROUPS ARE DRIVING
THE TREND?
60 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?ACCORDING TO THE STRAITS TIMES*,
MILLENNIALS (AS WELL AS THE
GENERATION Z) HAVE PLAYED A GREAT
ROLE INTO RTDS’ SUCCESS STORY.
More specifically, Hard Seltzers match well with this
generation’s expectations and the macro trends they
currently drive.
In US conversations, the generation born between 1980
and 2000 is quite visible, accounting for 54% of posts,
plus, both male and female millennials talk about RTDs.
GENDER SPLIT IN POSTS FROM MILLENNIALS
51.3% 48.7%
FEMALE MALE
AGE SPLIT IN THE U.S. CONSUMER VOICE
13-17 18-24 25-34 35-44 45-54 55+
*Based on 97K posts in which the age of the author was detected
Source: straitstimes.com, yahoo.com
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 61MILLENNIALS WERE AT THE FOREFRONT OF
RTDS’ DIGITAL SUCCESS, BUT ALSO ADOPTED
THEM IN THEIR GATHERING OCCASIONS.
BESIDES, MILLENNIALS LOOKED FOR MORE
VALUE FOR MONEY AND NATURALITY.
62 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?AWARENESS GENERATED BY FUNCTIONAL
AND LIFESTYLE ATTRIBUTES
FLAVORS
110
PRICE TASTE
100
99
103
101
90
KNOW-HOW REFRESHMENT
98
80
100
101
95 96
NATURALITY LOW-EVERYTHING
ALCOHOL CONTENT CONVENIENCE
FUN
110
100
CREATIVITY POP + ENTERTAINMENT
90 95
89
80
107 105
COMMITMENT WEB CULTURE
96
106
VERSATILITY TOGETHERNESS
MILLENNIALS ALL AGE GROUPS
INDEXATION AVERAGE
*Deviation of the shares of the Functional Attributes and Values in posts from
Millennials vs. their shares in all posts where age was detected (97K).
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 63NATURAL FLAVORS, GLUTEN
FREE, REAL INGREDIENTS: @HayleyKushar
MILLENNIALS LOOKED FOR “Hey @bartlesjaymes! Loving the
‘BETTER FOR THEM’ DRINKS. new wine coolers!! A refreshing blend
of wine, sparking water and natural
Taste and quality considerations were flavors! Perfect for #summer!! Thank
largely driven by the usage of real you for your support!!! “
and natural ingredients.
@_the.carbie.barbie_
Anyone else love these @spikedseltzer??
So I hadn’t really had these before and
since I’ve been having some stomach
problems, I decided to try something
that wasn’t super sugary and gluten free.
Not only were they super refreshing but
they tasted like non-alcoholic seltzer
too! AMAZING!”
@Wayner83
“Enjoying Black Cherry while waiting on the battle. Made with Real
Vodka, Real Fruit Juice, and Sparkling Water. The easy drinking, always
socializing, great tasting, sun-tasting, memory-making, awesomeness…”
IN COMPARISON WITH OTHER
USERS, MILLENNIALS VALUED @cassie_complex
BRANDS’ COMMITMENTS (IN “@Netflix a canned wine company
FAVOR OF MORE INCLUSIVITY is more ethical than you.”
OR SUSTAINABILITY).
LGBTQ+ Inclusivity, Recycling and Charity
donations were the top three brands’
commitments discussed.
@JSFashionista
“Happy Wine Wednesday! I have a
new wine to share with you which is
perfect for a day at the pool, a picnic,
the beach or enjoying at home.... WEST
+ WILDER wine in a can is delicious,
chic and sustainable giving back 1%
to organizations preserving…”
64 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?PRICE CONSIDERATIONS VARIED
BETWEEN A DESIRE FOR MORE @EvanMcGuire97
AFFORDABILITY AND THE “White claw who? These taste wayyy
EXPECTATION OF A GREATER better and are way cheaper. The Claw
VALUE FOR MONEY. is dead to me”
Millennials often explained that they were
keen on spending a little bit more for a better-
quality product (in particular canned wine).
However, the price of some hard seltzers was @jareddipane
sometimes criticized: due to its high visibility,
“I like good seltzer and alcohol, but these are an affordable easy
White Claw was regularly targeted on Twitter. to drink option that isn’t loaded with tons of calories and carbs.”
@thoughtunlimitd
“Try natural light aloha beach seltzer. This is an affordable flavorful
liquid alcohol for #quantumascendance on the nano micro scale. It is
never too late for mutation! U r what u eat/drink. Become the genome!”
@NathanZegura
“Each can is the equivalent of 2 glasses of award winning wine. You
mean to tell me you wouldnt pay 7 bucks and change for a bottle of
award winning California wine? You are ripping them off frankly.”
WITHIN THIS AGE SEGMENT,
CONSUMERS FORM DISTINCT
SOCIAL MEDIA TRIBES THE CLASSY THE #NOLAWS
INDULGERS PARTYERS
AROUND COMMON VALUES
MILLENNIALS
AND INTERESTS.
Unlike traditional demographic segmentation,
tribe-based analysis structures social media
posts into groups based on exhibited attitudes,
interests, values, lifestyles and other traits.
THE OUTDOOR
EXPERIENCERS
*Source: cbslocal.com
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 65YOUNGER MILLENNIALS
SEARCH FOR A FUN, GUILT-FREE, AWARENESS GENERATED
TASTY PARTY DRINK; WHILE BY FUNCTIONAL AND
LIFESTYLE ATTRIBUTES
OLDER MILLENNIALS VALUED
CONVENIENCE AND MORE
SOPHISTICATED GATHERINGS. FLAVORS
110
PRICE TASTE
100
90
KNOW-HOW REFRESHMENT
80
NATURALITY LOW-EVERYTHING
ALCOHOL CONTENT CONVENIENCE
FUN
120
CREATIVITY 100 POP + ENTERTAINMENT
80
60
COMMITMENT WEB CULTURE
VERSATILITY TOGETHERNESS
YOUNG OLDER
MILLENNIALS MILLENNIALS
*Deviation of the shares of the Functional Attributes and Values in posts from Millennials vs. their shares in all posts where age was detected (97K).
66 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?HOW DO WE
DEFINE TRIBES ON
THE SOCIAL WEB?
COMMON COMMON COMMON COMMON
LANGUAGE ACTIVITIES SPACE VALUES
Common practices Distinctive marks Both offline and online Common references
Slang Ritual practices common spaces (eg. influencers, media,
celebrities)
Aesthetics and style Group activities
System of values
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 67TRIBES
THE #NOLAWS
MID TWENTIES
PARTYERS
68 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?THE CLASSY
INDULGERS
THE OUTDOOR
EXPERIENCER
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 69THE #NOLAWS MID
TWENTIES PARTYERS
THE YOUNG MILLENNIALS ALWAYS READY TO
PARTY AND HAVE FUN WITH THE BEVERAGE OF
THEIR TIME: REFRESHING, LOW IN CALORIES
BUT TASTY AND SOCIAL MEDIA FRIENDLY.
These are young consumers aiming DEMOGRAPHIC FAVORITE DRINKS
at embracing the #nolaws lifestyle, Male / female, 21-26 years old, White Claw (all flavors and easy
infusing White Claw philosophy into visible in the US, particularly close cocktail combinations, eg. Tigerwood)
their daily routine. Enjoying the end to major US universities
of college, this tribe follows a healthy LIFE MOTTO
and active lifestyle while being social PARTY STYLE “A White Claw a day keeps the
and going out. Because parties are All kind of in-house parties most doctor away.”
frequent and create the best (digital) of the time followed by clubbing
memories, drinking is never optional FAVORITE PARTY ACCESSORY
PARTY ESSENTIALS
but always a question of making the White Claw tank top + silver mini-short
All ‘ain’t no laws’ branded objects
‘smart choice’.
INTERESTS
Sports, web culture, healthy / fast food
70 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?“A White Claw a day keeps the doctor away.”
The #nolaws lifestyle – more than just
a drink, a celebration of togetherness
and fun captured with online shapshots.
#nolaws lifestyle is a #nofilterneeded
pictures of pure funny moments during
various kind of house parties. Social
media freeze best memories showcasing
millennials’ expected definition of
fun, togetherness and youth.
When balancing a healthy lifestyle with
cheat meal rituals, White Claw symbolizes
the best drink option for partyers.
For those mid twenties’ partyers,
life is all about smartly switching from
healthy routines to guilty pleasure.
When having fun, White Claw is
perceived as the bad least option that
can be drunk without moderation.
Because they have many occasions to
celebrate, the least bad drink becomes
reguarly the star of the party.
Drinking infused in a flow of life
celebration: from personal and
intimate moments to national
rendezvous.
A LINKFLUENCE SOCIAL INTELLIGENCE REPORT 71THE CLASSY
INDULGERS
THE OLDER MILLENNIALS ENJOYING
QUALITATIVE EXPERIENCES. BEVERAGE ARE
CONVENIENT AND TASTY TO FOLLOW THEIR
CREATIVE REVISION OF DRINK CONSUMPTION.
Young professionals and often DEMOGRAPHIC FAVORITE DRINKS
young parents, the Classy Indulgers Male / female, 28-35 years old, visible Canned wine and crackers
are defined by a premium lifestyle in the US, particularly in California.
that favor new indoor and outdoor LIFE MOTTO
discoveries. These old millennials PARTY STYLE “Rosé all day.”
are particularly active and break their Unexpected places (indoor
busy routine thanks to qualitative or outdoor) FAVORITE PARTY ACCESSORY
and chosen moments. Visits, forest Sunglasses and sunscreen
PARTY ESSENTIALS
or nautical rides are the perfect A large cloth and picnic set
occasions for them to redefine drink
expectations: taste, naturality and INTERESTS
convenience. Cuisine, travel, luxury
72 HARD SELTZERS, CANNED WINE AND CANNED COCKTAILS: WHAT’S DRIVING THE READY-TO-DRINK BEVERAGE BOOM?You can also read
