Comparing the prices of alcohol RTDs

Behind the numbers

Ready-to-drink (RTD) alcoholic formats are worth £283m in the off-trade, and the UK is the category’s largest market. They are also becoming more popular all year round as shoppers appreciate their convenience and diversity of flavours – how can retailers capitalise with their pricing? 

Of the 12 lines examined this week, two of Au Vodka’s top sellers – Black Grape Soda and Blue Raspberry Soda – stand out. They are being sold for more than their shared most-common price of £2.50 by 49% and 48% of retailers, respectively, and they also share a highest recorded price of £3.99. 

There aren’t any other such clear-cut opportunities this week, but some retailers are widening margins with Jack Daniel’s collaboration with Coca-Cola: 26% are exceeding the regular variety’s most-common price of £2.85, although only 14% are doing the same for the sugar-free version.