CleanCo has taken a bold step into the ready-to-drink (RTD) segment by launching a line of pre-mixed non-alcoholic cocktails. This move is in response to the growing consumer preference for convenience, moderation, and flavorful drinking experiences.
The brand underscores its conviction that RTDs have become integral to how both drinkers and non-drinkers engage socially. Recent data from CleanCo reveals a notable evolution in the RTD market, transitioning from a niche convenience option to a widely accepted drinking trend. This shift is fueled by consumers who prioritize ease, portability, and reliability in their beverages. The brand maintains that RTDs are “redefining how we drink,” as more shoppers opt for pre-mixed cocktails that eliminate the hassle of at-home mixing, while still providing an elevated experience.
CleanCo’s entry into this category is grounded in changing consumer preferences that favor bar-quality beverages without the hassle, available in convenient formats suitable for various social settings—from outdoor picnics to relaxed evenings at home. The brand suggests that RTDs are now a legitimate alternative to traditional spirits mixed with other ingredients, especially for those looking to moderate their alcohol intake.
The company identifies three key factors driving its RTD initiative:
- Convenience is now a core purchase driver — consumers seek quality drinks that require no tools, ingredients, or special preparation.
- Moderation is reshaping drinking habits — RTDs simplify the options for low- and no-alcohol choices, making them more spontaneous and socially inclusive.
- Flavour expectations have increased significantly — modern drinkers expect complex flavors and expertly balanced profiles, even from a packaged beverage.
CleanCo aims to address all three of these points with its RTD offerings, which emulate the brand’s well-known spirit alternatives without the need for mixing or decision-making. The company emphasizes that the popularity of RTDs goes beyond mere convenience; it’s about overcoming barriers to better drinking choices, especially for consumers who want to moderate their alcohol consumption without feeling left out of social interactions.
Moreover, the brand points out that RTDs help to reduce the “intimidation factor” often associated with cocktail preparation. Many consumers find the uncertainty and effort involved in mixing drinks at home off-putting, particularly when entertaining guests. CleanCo believes its RTDs allow individuals to indulge in sophisticated beverages without any prep work, stress, or alcohol.
As the RTD market continues to grow, CleanCo views its new line as a seamless extension of its commitment to making moderation more accessible, enjoyable, and straightforward. By fusing convenience with expertly crafted flavors, the brand seeks to establish its RTDs as the preferred choice for contemporary drinkers looking for balance without compromise.