The Drinks List

Crabbies tops RTD division, draught cocktails make big moves

By Gary Lloyd contact

- Last updated on GMT

Major movers: the inclusion of draught cocktails has shaken up the RTD league
Major movers: the inclusion of draught cocktails has shaken up the RTD league

Related tags: Finance, Branding + marketing, Rtd

The ready-to-drink (RTD) category has seen some big losses as the restrictions on hospitality hit hard during the past year but, with CGA re-categorising draught cocktails as RTD, there are three new entrants to the top 10 that have been going great guns.

Draught serves Smirnoff Passion Fruit Martini and its Espresso Martini variant plus Gordon’s Pink Martini have entered The Drinks List - top brands to stock in 2022​ at positions 5, 9 and 10 respectively with impressive figures.

Smirnoff Passion Fruit Martini has seen volume sales lift from 1,045 hectolitres (HL) to a staggering 5,806hl – a 455.4% rise while its value sales have gone from £4.7m last year to £26.7m, representing a climb of 469.7%. Similarly Smirnoff’s Espresso Martini has skyrocketed by 482.8% in volume sales and by 484.7% in value terms.

Although there were no figures from last year for fellow draught RTD Gordon’s Pink Martini, it has clocked up 2,037hl and £13.1m in volumes and value figures.

Crabbies top but suffers losses

Meanwhile, topping the table again is Crabbies Alcoholic Ginger Beer. Despite seeing volumes drop from 17,764HL to 11,079HL (a 37.6% loss) and a 36.6% reverse in value sales from £17.3m to £10.9m, it has edged WKD Blue into second spot yet again by selling 327HL more in the past year while value sales for WKD Blue are £2.2m better off than Crabbies.

Smirnoff Red ice gained a place despite suffering a 23.7% loss in volume sales – from 12,334HL last year to 9,405HL this term, and a fall in value sales from £14.9m to £11.6m.

VK Blue dropped a slot to fourth while conceding volume and value losses of 37.4% and 33% respectively.

The drinks in sixth, seventh and eighth position all fell by one place and all endured volume and value losses in excess of 40% on both fronts. VK Orange & Passionfruit's volumes fell from 9,854HL to 5,351HL and value dropped from £10.6m to £6m. A volume sales fall from 9,457HL to 5,122HL and value drop from £7.7m to £4.3m befell Hooch. And VK Tropical Fruits saw its volumes drop to 2,916HL from last year's 5,123 while value sales was at £3.4m versus £5.8m last year.

  • All data provided by CGA for the 12 months to 9 October 2021
DL2022web3

2021 rank

Brand

Volume (hl)

Value (£m)

2020 rank

Up or down

1

Crabbies Alcoholic Ginger Beer 

11,079

10.9

1

Level

2

WKD Blue

10,752 

13.1 

2

Level

3

Smirnoff Ice Red

9,405 

11.6 

4

+1

4

VK Blue

7,798

9

3

-1

5

Smirnoff Passion Fruit Martini

5,806 

26.7

N/A

New entry

6

VK Orange & Passionfruit

5,351 

6

5

-1

7

Hooch

5,122 

4.3

6

-1

8

VK Tropical Fruits

2,916 

3.4

7

-1

9

Smirnoff Espresso Martini

2,804 

13.1

N/A

New entry

10

Gordon's Pink Martini

2,037 

9.1 

N/A

New entry

 

Related topics: Ready to Drink

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