Why Are RTDs Showing Up Next to IPAs and Stouts Specifically?
If you've strolled down the beer aisle recently, you might have noticed something interesting: canned cocktails and RTDs (ready-to-drink beverages) are no longer relegated to their own separate cooler or aisle. Instead, they’re popping up right next to IPAs, stouts, and other craft beer offerings. This trend isn’t random or purely aesthetic; it reflects some deep shifts in consumer behavior, retail strategy, and category overlap. In this blog post, we'll unpack why RTDs are showing up next to IPAs and stouts specifically, drawing on insights from NielsenIQ, The Liquor Bros buyer’s guide, and American Craft Beer.
RTDs Moving Into Beer Retail Spaces: A Category Convergence
Traditionally, RTDs—whether canned cocktails, hard seltzers, or spiked lemonades—were considered separate from beer. They had their own cooler real estate, signage, and merchandising strategies. However, the lines are blurring fast. According to recent NielsenIQ data, sales of RTDs have surged year after year, and retailers are taking note by integrating these beverages into the beer cooler layout.
The key driver is that the target audience for RTDs increasingly overlaps with craft beer drinkers. Wine coolers and sugary alcopops are out. Today’s RTDs focus on better ingredients, interesting spirits blends, and portability, which appeals directly to consumers who appreciate the craft beer ethos of quality and flavor complexity—just in a different format.
Why RTDs Next to IPA?
IPA drinkers are flavor adventurers. This group values fresh-hopped profiles, balanced bitterness, and nuanced aromas. RTDs positioned near IPAs offer these customers a cocktail-style alternative when they want something different but still crave complexity and craft behind the pour.
- Shared Desire for Quality: Both IPAs and premium canned cocktails emphasize top-shelf ingredients and thoughtful recipes.
- Complementary Occasion Usage: IPAs often work for hangouts or backyard BBQs, occasions where a refreshing RTD can shine as an alternative.
- Seamless Shelf Crossover: Placing RTDs near IPAs catches the eye of hopheads looking for variety.
Why RTDs Next to Stouts?
Stouts and porters represent the darker, richer side of beer culture—full-bodied and indulgent. Some premium RTDs, particularly those with occasion based merchandising RTD whiskey, bourbon, or coffee infusions, resonate with stout drinkers looking for similarly robust profiles.
- Flavor Synergy: The roasted, caramel, and chocolate notes common in stouts align well with spirit-forward RTDs.
- Occasion Overlap: Both stouts and heavier RTDs are suited for chill evenings or cold-weather moments.
- Upscale Vibe: Retailers want to tap into the premiumization trend by curating “better-for-you” cocktail options alongside craft stouts.
Occasion-Based Merchandising: The Retailer’s Secret Weapon
The Liquor Bros buyer’s guide explains that modern liquor retail is all about occasions—matching drinks to moments, not just categories. Placing canned cocktails near IPAs and stouts is a strategic move to drive occasion-based purchasing.
For example, a shopper stocking up for a summer picnic might buy IPAs and then notice a crisp, herb-infused canned cocktail that promises a similar craft experience but with a twist. Or someone grabbing a rich stout might backyard BBQ canned cocktails add a bourbon-and-maple RTD as an after-dinner treat. Occasion-based merchandising taps into impulse buying and broadens drinking horizons organically.
How Retailers Optimize Cooler Layouts
The beer cooler layout matters more than ever. The Liquor Bros stress that visual cues, grouping, and shelf adjacency influence choice. Here’s what you might see:
- Mixed Coolers: Instead of separate RTD coolers, stores mix canned cocktails and craft beer to encourage trial.
- Feature Endcaps: Highlight occasion kits (e.g., IPA + paired canned cocktail) at aisle ends or checkouts.
- Tasting Notes and Signage: Simple descriptions about the drink vibe help shoppers understand how RTDs complement IPAs and stouts.
Convenience and Portability Drive RTD Popularity
While premiumization draws certain drinkers, another huge factor propelling RTDs next to craft beer is convenience. Cans are portable, don’t require glassware, and often have controlled serving sizes that appeal to casual drinkers and those new to alcohol categories.
For outdoor events, https://smoothdecorator.com/how-do-i-explain-rtds-to-someone-who-thinks-they-are-just-seltzers/ traveling, or quick social occasions, an RTD is easier than mixing a cocktail or grabbing a six-pack of a heavier beer. NielsenIQ sales reports confirm that portability is a top reason consumers prefer canned cocktails over bottled spirits. And placing them alongside beers leverages shopper flow patterns—people already browsing beer coolers can conveniently grab an RTD without opening another section of the store.
Premiumization: RTDs Are Not Your Old School Alcopops
The newest wave of RTDs is a craft-driven revolution. According to American Craft Beer, premiumization in RTDs means better ingredients, no artificial sweetness, and sophisticated recipes that echo cocktail trends. This means fresh citrus, herbal infusions, artisanal spirits, and no cloying syrups.
This premium angle makes the "canned cocktails near craft beer" placement logical because it signals to consumers that these RTDs deserve the same respect as their favorite IPAs and stouts. They’re not just sugary convenience drinks but rather thoughtfully balanced sips worthy of the craft aisle.
Examples of Premium RTD Trends
Trend Why It Matters Impact on Merchandising Low Sugar & Natural Ingredients Aligns with health-conscious consumers avoiding syrupy drinks Placed near IPAs focusing on balanced, less sweet profiles Spirit-Forward Recipes (Whiskey, Gin, Mezcal) Appeals to cocktail lovers and beer drinkers seeking depth Located near stouts and porters with complex flavor notes Botanicals and Unique Flavor Blends Creates a niche flavor experience, complementing craft beer’s variety Integrated into craft beer coolers rather than isolated areas Smaller Packaging Sizes (4-packs, Singles) Enhances trial and portability Encourages mix-and-match shopping alongside craft beer 6-packs
Final Thoughts: What Shoppers and Retailers Gain
The convergence of RTDs with IPAs and stouts in the beer cooler layout signals an evolution in how we understand alcoholic beverages. It’s about lifestyle, occasions, and informed choice rather than sticking rigidly to category silos.
For shoppers: This mix means more balanced, quality options within verticals they already trust and enjoy. Those who love craft beer but want a portable cocktail can find it conveniently. It also encourages exploration without feeling like they’re jumping categories completely.
For retailers: Merging RTDs next to IPA and stout offerings is a savvy strategy backed by data from NielsenIQ and merch insights from The Liquor Bros. It drives incremental sales, better shopper engagement, and taps into the premiumization trend propelling category growth.
As American Craft Beer experts confirm, consumers no longer see RTDs as separate from craft—they see them as complementary pocket-sized delights worthy of craft beer cooler real estate.
Resources to Explore More
- NielsenIQ Industry Reports – For the latest data on RTD and beer sales trends.
- The Liquor Bros Buyer’s Guide – A curated resource to navigate both craft beer and premium RTD selections.
- American Craft Beer Association – Insights on craft industry trends and premiumization.
Next time you’re in the beer aisle, take a closer look at the cooler layout—the placement of your next canned cocktail might just be right next to your favorite IPA or stout. And trust me, that’s no coincidence.
