On-trade consumers drank 8.5 million more bottles of RTD (ready-to-drink) brands this year compared with last year. Generally, RTD drinkers socialise in large groups, and are more valuable to your outlet. RTD drinkers are the highest-spending on-trade users: l 73% are aged 18 to 34 l 69% of RTD occasions are with friends
57% of RTD occasions involve more than four adults
63% of RTD occasions are on a Friday/Saturday night
65% of RTD occasions occur in evenings and continue into the early hours More than 86% of category volume comes from the top five brands (Smirnoff Ice, Archers Aqua, Bacardi Breezer, WKD and Reef), so it's crucial that outlets use valuable fridge space for big-selling lines. Focus on star performers (like Smirnoff Ice and Bacardi Breezer) and rising stars (like Archers Aqua) to maximise profit from RTDs, make more room in your fridges and on the back bar by culling your slow sellers. Tony Mair, commercial director of Diageo Great Britain, advises: "Using your chilled space only for products that are consumed by the bottle, will also free up some space for the top-selling RTDs. There's no need to have fruit juices or carbonated soft drinks, which are served in a glass with ice, taking up expensive fridge space.