Cheers to Consistency and Flavor: Indiana Beverage sees rise in ready to drink beverages

From tailgates to your local bar to your own couch, Indiana beverage has got you covered with ready-to-drink (RTD) beverages. One of the fastest growing categories in the beverage industry, a ready-to-drink (RTD) beverage is a pre-mixed beverage that is ready to be consumed immediately without any preparation. Indiana Beverage has been at the forefront of bringing those options to consumers across the Region. Brand Manager Deric Freymuth has seen the category evolve from a niche option to a customer favorite.

The rise of RTDs accelerated during the pandemic, when consumers—with more time at home—began experimenting with new flavors and formats, driving explosive national and local growth. 

“Consumers had more time to try some of the innovations in the category, and it really resonated with them,” Freymuth said.

Indiana Beverage responded quickly, expanding a versatile portfolio that now includes everything from massively popular hard seltzers like White Claw, Truly, and Vizzy to beloved classics like Mike’s, Smirnoff Ice, and Twisted Tea.

Freymuth said they are currently seeing a lot of demand for spirit-based RTDs. Consumers seem to be gravitating towards newer drinks like Carbliss, Good Boy, Sun Cruiser, and Surfside. He added it also helps that these products all taste amazing. 

“What makes RTDs unique versus bar-served cocktails is consistency. You can go to several different bars, order the same drink, and get very different products. With RTDs, you know what to expect as the recipe is unchanging and consistent from can to can,” he said.

That reliability—paired with bold flavors—continues to drive excitement, and Freymuth doesn’t see the momentum slowing down.

“I think that there is currently a lot of excitement around the category, and it has really been a bright spot this year for us. I expect to see more innovations in this space in the upcoming years to help keep it fresh and exciting,” he said.

As the category grows, Freymuth notes how dramatically the beverage landscape has expanded, offering consumers more diversity than ever before.

“The beverage market is ever-changing and evolving. The biggest change that I have seen is just the number of options we now have as consumers. From different brands to package sizes, there are a lot of options to choose from,” Freymuth explained. “The younger consumers really grew up with flavors and variety in soft drinks and sports drinks. We are seeing the same trend as these young consumers turn 21. They prefer drinks with a lot of flavor. It also helps that many of these brands offer a ‘zero sugar’ option for those who are conscious about that.” 

Indiana Beverage remains focused on supporting bars, restaurants, and retailers so customers feel confident choosing from the growing selection.

“We make sure the bars, restaurants and retail outlets have the best selection and variety of RTDs, while making the customer experience as smooth as possible. With all the options in the beverage space, it can become overwhelming. We take pride in educating both our retailers and consumers on the products and in making the selection process as easy as possible,” he said.

To learn more about Indiana Beverage’s ready to drink beverages or browse other drinks, visit indianabev.com.