‘Ready’ for anything: Indiana Beverage and the vodka-based ready to drink beverage boom

No shaker, no measuring, no guesswork—vodka-based ready-to-drink beverages (RTDs) are all about simplicity, and Indiana Beverage is helping the category deliver every time. As this segment surges in popularity, distributors like Indiana Beverage are guiding retailers and consumers through one of the fastest-growing areas of the beverage alcohol market. These products combine convenience, flavor and consistency, giving consumers a reliable choice whether at home, at a party or out with friends.

“Vodka is a popular spirit, so producing vodka-based RTDs helped tap into the existing demand,” said Deric Freymuth, brand manager at Indiana Beverage. “The taste of these RTD products is a clear point of difference. It ensures that consumers will keep coming back for more.”

Indiana Beverage began seeing the demand for vodka-based RTDs increase coming out of the COVID-19 pandemic in 2021. That year allowed consumers to experiment with several new brands, and the category began to gain real momentum.

“There is something for everyone in this space, whether you’re a new drinker, a traditional vodka fan or someone looking for convenience,” Freymuth said. “The variety of these brands helps capture the demand of all consumers.”

Newly popular brands like Surfside, Carbliss and Goodboy are some of the category leaders, representing many different styles and flavors that consumers are seeking. The drinks come in a wide range of options—citrus, tea-based, seltzer-style or bold cocktail flavors—giving shoppers plenty of choices on the shelf.

“These brands, even though they exist in the same space, fill the needs of different consumers. Surfside has teas and lemonades. Carbliss offers vodka cocktails. Goodboy is a combination of all three. If a consumer doesn’t like tea, there are lemonade and other cocktail options,” Freymuth explained.

Taste remains the ultimate driver of repeat purchases, and the feedback from consumers is overwhelmingly positive.

“These products, to put it simply, taste great. Almost all consumers echo this when they sample them,” he said.

Consistency and simplicity are other key factors in the category’s appeal. Consumers know what to expect, whether enjoying a drink at home or at a bar, which makes RTDs an easy choice in any setting.

“When making mixed drinks, either at home or at a bar, the end result will never be exactly the same. There is a consistency to RTDs that ensures consumers get the same product no matter when or where they drink one. There is also a convenience in only needing a can versus needing glasses, mixing tools and multiple ingredients,” Freymuth said.

The only difficult part could be deciding where to start. With so many options on the shelf, choosing a favorite can be intimidating. Indiana Beverage helps make the process easier through variety packs and retailer support, ensuring consumers can sample and find the flavors they enjoy most.

“We have a sampling team that samples and educates consumers on these products. We also have a team that helps draw up shelf schematics for retailers, making the consumer experience both understandable and enjoyable,” Freymuth said.

Looking ahead, the category is expected to continue evolving with new flavors and styles, keeping consumers engaged and coming back for more.

“The flavor variety and innovation within these brands will bring consumers back for more and encourage them to explore new flavors within brands they already know, trust and enjoy,” Freymuth said.

Even with multiple brands competing in the space, there’s room for all to thrive. Variety and choice are strengths that help grow the category as a whole.

“Even though there are several different options in this category, I believe all these products fit different needs and demands. They can coexist and actually help the category grow. A rising tide lifts all boats,” Freymuth said.

For Indiana Beverage, success isn’t just about the products; it’s also about the people behind them. Strong partnerships with quality brands help ensure the category continues to grow and thrive.

“We simply look for high-quality products and high-quality people. To be successful, you must have both—high-quality people to partner with to help grow a brand, and a high-quality product to keep consumers coming back,” Freymuth said.

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