Canned Cocktails Continue To Grow Exponentially

罐装鸡尾酒销量继续呈指数增长

Canned cocktails remain one of the hottest categories of alcoholic beverages, and their trend of explosive growth doesn’t show any signs of slowing down.

罐装鸡尾酒仍然是最热门的酒精饮料类别之一，其爆炸性增长的趋势并没有显示出任何放缓的迹象。

The overall category of ready-to-drinks, from malt-based flavored drinks to hard seltzers to canned cocktails made with spirits has grown tremendously from April 2019 to April 2020, growing at a rate of about 80 percent, according to Nielsen. According to a report released earlier this month by trend forecaster WGSN, ready-to-drink cocktails, in particular, are capturing consumer and driving interest in the category.The report, compiled by Sarah O’Sullivan and Claire Lancaster, indicates that in recent years, there’s been steady growth in the category of RTD’s, but “the trend for RTD cocktails has accelerated in the wake of the coronavirus pandemic, with sales growing exponentially, as consumers are unable to visit bars and restaurants.”

根据尼尔森的数据，从麦芽味饮料到硬苏打水，再到用烈酒制成的罐装鸡尾酒，整个即饮品类别从2019年4月到2020年4月有了巨大的增长，增长率约为80%。根据趋势预测机构WGSN本月早些时候发布的一份报告，即饮鸡尾酒，特别是抓住了消费者，并推动了对该类别的兴趣。"该报告由Sarah O'Sullivan和Claire Lancaster编制，表明近年来，即饮饮料的类别一直在稳步增长，但 "在冠状病毒大流行之后，即饮鸡尾酒的趋势加快了，由于消费者无法访问酒吧和餐馆，销售额成倍增长。"

“While the RTD category was initially created and an on-the-go solution, a majority of buyers are turning to them as convenient in-home solutions to unwind and relax,” the analysis reported.

分析报告称:“虽然RTD这一类别最初是一种随时随地的解决方案，但大多数买家正在将它们作为方便的家庭解决方案来放松和休闲。”

“Prepared cocktails are the fastest growing segment,” says Ned Duggan, global sales senior vice president for BACARDI, which just released its own line of ready-to-drink rum cocktails earlier this year. “It is a very active space in the spirits landscape.”

百加得全球销售高级副总裁Ned Duggan说："预制鸡尾酒是增长最快的领域，"百加得今年早些时候刚刚发布了自己的即饮朗姆酒鸡尾酒系列。"在烈酒领域，这是一个非常活跃的空间"。

Sales have been so strong for the three rum cocktails – lime & soda, rum punch and limon & lemonade - that BACARDI has doubled its estimated forecast for the product this year, Duggan says. “Our biggest challenge is keeping them on the shelves,” he says. “The response has been overwhelmingly positive, and we’ve had to ramp up production, which is always a good thing.”

达根说，三种朗姆酒鸡尾酒——青柠和苏打水、朗姆酒和柠檬水——的销量非常强劲，以至于百加得今年对该产品的预测翻了一番。"他说："我们最大的挑战是把它们放在货架上。"反应是压倒性的积极，我们不得不增加生产，这总是一件好事"。

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BACARDI isn’t the only brand of RTD cocktails that’s experienced such explosive growth. The Miami Cocktail Company’s online sales of the second quarter of this year have trended up 2,900 percent over the same time period last year.

百加得并不是唯一一个经历了如此爆炸性增长的即饮鸡尾酒品牌。迈阿密鸡尾酒公司今年第二季度的在线销售额比去年同期有2900%的增长趋势。

“Our significantly ramped up marketing efforts and the increase in online retail sales during COVID more generally have had a huge impact on Miami Cocktail Company’s online business,” says Ross Graham, CEO of Miami Cocktail Company.

迈阿密鸡尾酒公司首席执行官Ross Graham说："我们大幅加强的营销工作和COVID期间网上零售额的增加，更普遍地对迈阿密鸡尾酒公司的网上业务产生了巨大影响。”

The Miami Cocktail Company features a line of organic spritzes, including such flavors as mango & peach rosé bellini, sunrise rosé sangria, mandarin rosé mimosa, grapefruit & hibiscus paloma and elderflower & ginger margarita. “Our focus is on creating authentic cocktails – we don’t produce ‘flavors,’” says Graham. “However, we do add our own twist to the classic cocktails we make, (like) adding just a hint of ginger and elderflower to our margarita spritz.”

迈阿密鸡尾酒公司推出了一系列的有机喷酒，包括芒果和桃子玫瑰色贝利尼、日出玫瑰色桑格利亚、柑橘玫瑰色含羞草、葡萄柚和芙蓉帕洛玛以及接骨木花和姜汁玛格丽特等口味。"我们的重点是创造真正的鸡尾酒--我们不生产'口味'，"格雷厄姆说。"然而，我们确实在我们制作的经典鸡尾酒中加入了我们自己的变化，（比如）在我们的玛格丽特喷雾酒中只加入了一丝姜和接骨木花。"

The cocktails especially appeal to those who are health-conscious, says Michael Brandes, director of marketing. “Much of the trend of RTD is being driven by a broad-based desire to find better-for-you options,” Graham says. “With respect to alcoholic beverages, that means lower calorie, lower ABV drinking. Consumers are also looking for convenience and canned beverages aree W just really, really easy.”

营销总监迈克尔布兰德斯说，这种鸡尾酒对那些注重健康的人特别有吸引力。格雷厄姆说："RTD的许多趋势是由一种广泛的愿望驱动的，即寻找对你更好的选择，"。"就酒精饮料而言，这意味着低卡路里、低ABV的饮用。消费者也在寻求便利，而罐装饮料就是非常、非常容易。

The WGSN report advises companies to explore healthier twists in canned beverages. “As consumers increasingly seek out healthier versions of products across indulgent categories from desserts to snacks, create low-calorie and low-sugar formats with an emphasis on high-quality ingredients,” the report says.

WGSN的报告建议企业在罐装饮料中探索更健康的花样。"报告说："随着消费者越来越多地在从甜点到零食的放纵类别中寻找健康版本的产品，创造低热量和低糖的形式，强调高质量的成分。

This is a marketing point for Miami Cocktail Company, Brandes says. “With our organic certification, real ingredients and the fact that we make actual cocktails are what make us unique,” he says.

布兰德斯说，这是迈阿密鸡尾酒公司的一个营销点。"他说："凭借我们的有机认证、真正的原料以及我们制作真正的鸡尾酒的事实，使我们与众不同。

“Today’s RTD’s have come a long way from what they were just a few years ago,” Graham says. “In the past, most RTD’s were sugary, syrupy concoctions, loaded with chemical flavorings. Today’s consumers still value convenience, but they’re looking for cleaner products that allow them to enjoy a few drinks, without feeling like the health and wellness tradeoffs are too onerous.”

"今天的即溶饮料与几年前相比已经有了长足的进步，"格雷厄姆说。"过去，大多数即溶饮料是含糖、含糖浆的混合物，含有化学调味品。今天的消费者仍然重视便利性，但他们正在寻找更清洁的产品，使他们能够享受一些饮料，而不觉得健康和保健的代价太过沉重"。

Canned cocktails contain actual spirits and real cocktail ingredients.“What makes our cocktails different from a lot of what is out there is that ours are not malt-based, like a lot of our competitors, which is closer to a beer than a true cocktail,” Duggan says. “All three of our cocktails use natural ingredients, real cane sugar and our rum base.”

罐装鸡尾酒含有真正的烈酒和真正的鸡尾酒成分。"我们的鸡尾酒与外面的很多东西不同的是，我们的鸡尾酒不以麦芽为基础，像我们的很多竞争对手一样，这更接近于啤酒而不是真正的鸡尾酒，"Duggan说。"我们的三种鸡尾酒都使用天然成分，真正的甘蔗糖和我们的朗姆酒基。"

Though the trend of canned cocktails is more recent in the United States, it’s a popular way to drink cocktails elsewhere, Duggan says. “In other places of the world, this is the primary way people drink cocktails,” Duggan says. “If we look to Western Europe and Asia, which has had a thriving ready to drink audience, in many ways, we’re seeing the U.S. catching up.”

杜根说，虽然罐装鸡尾酒的趋势在美国比较新，但在其他地方，这是一种流行的鸡尾酒饮用方式。"在世界其他地方，这是人们喝鸡尾酒的主要方式，"杜根说。"如果我们看看西欧和亚洲，它们有一个繁荣的即饮观众，在许多方面，我们看到美国正在追赶。"

“The prepared cocktail market was on trend before the pandemic struct, and it does speak to a need that people are experiencing during the pandemic,” Duggan says. “We do see this as a trend that will continue once things are (returning) to normal.”

杜根说:“在疫情之前，调制鸡尾酒市场是一种趋势，它确实反映了人们在大流行期间所经历的需求。” “我们确实将这视为一种趋势，一旦事情（恢复）正常，这种趋势将持续下去。”

When BACARDI announced on social media that they were releasing a line of canned cocktails, the company experienced the largest response and feedback for any of its posts within the past two years. “Our audience really jumped all over them,” he says. “Within 24 hours, we knew we had something great on our hands.”

当百加得在社交媒体上宣布他们将发布一系列罐装鸡尾酒时，该公司经历了过去两年来最大的响应和反馈。 他说:“我们的听众真的对他们跃跃欲试。” “不到24小时，我们就知道手头有大事要做。”