Australia leads alcoholic ready-to-drink innovation

It accounted for 40% of all new brand launches and sub-brand introductions in the alcohol RTD sector in 2023.

Australia has emerged as the global leader in innovation within the alcoholic ready-to-drink (RTD) industry, according to Euromonitor International’s Passport Innovation platform.

The country accounted for 40% of all new brand launches and sub-brand introductions in the alcohol RTD sector in 2023, outpacing even the United States in overall industry innovation.

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The report said that the surge in Australian innovation was largely driven by the development of low or no alcohol content products, catering to changing consumer preferences, particularly amongst younger demographics. 

“Particularly with the younger generation, more consumers are becoming “sober-curious”, not necessarily abstaining from alcohol altogether, but preferring drinks with lower alcohol content,” it noted.