We deliver innovation through a structured process that’s powered by deep consumer insights and ongoing research and development. We also have the ability to incorporate new brands that fit our needs through mergers and acquisitions.
Consumer trends shaping our latest innovations include the rise in at-home consumption and experimentation; the desire for convenience, with pre-mixed, ready-to-drink (RTD) cocktails and online and grocery sales; premiumization in the market; the health and wellness movement driving interest in no- and low-alcohol drinks; and strong support for local and craft brands.
Within the dynamic RTD category, the RTD cocktail/long drink segment is soaring, driven by the on-premise pivot to cocktails-to-go during the pandemic and more at-home consumption and outdoor socializing. We see this space as an opportunity to deliver quality cocktails and classic mixed drinks in convenient formats, using real ingredients for the base spirit.