The birth of Quetzalli and the Ready-to-Serve (RTS) concept
When we began developing the Quetzalli concept in 2014, the ready-to-drink (RTD) market was challenging territory, and our goal was to create something beyond what the Ready-to-Drink (RTD) market offered. Our brand's focus has always been on providing an experience for intimate moments and enjoyment, not just for parties. Now, with the Ready-to-Serve (RTS) concept, we've found the balance between convenience and quality, allowing consumers to enjoy a high-quality cocktail without the need for complex preparation.
Growing demand for convenience and quality in the RTS beverage market
The evolution of the RTS category in recent years has been driven by several factors, such as the search for convenience, urbanization, and increased purchasing power. These factors are combined with the changing profile of consumers, who now prefer drinks with more complex flavors, fruits, and natural ingredients, reflecting a constantly innovating alcoholic beverage market. This growing demand for ready-to-serve cocktails is a result of lifestyle changes, including the increase in the number of workers, especially women, in the market. The RTS cocktail market is projected to grow significantly in the coming years. In 2023, it was valued at US$11.5 billion and is expected to reach US$23.9 billion by 2033, with a compound annual growth rate of 7.6%. This shows that consumers are increasingly interested in convenience, without sacrificing quality and experience, which directly reflects the concept we have always pursued at Quetzalli.
The Global RTS Market: Trends in the US, Europe, and Asia-Pacific
The North American market has been leading the growth of RTS, with strong demand for flavored cocktails that offer convenience without compromising quality. House parties, barbecues, and casual social events have become perfect environments for the consumption of ready-to-serve beverages. What we observe among our consumers reflects this trend: people seeking quality, but also wanting simplicity, so they can focus on the moments and interactions with friends and family. Beyond North America, Europe has also shown growth, especially in countries like the United Kingdom and Germany, where demand for convenient and sophisticated beverages is on the rise. These markets are driven by consumers seeking a flavor experience beyond the simple consumption of alcohol. Even more interesting is the potential of the Asia-Pacific region, which is expected to grow significantly due to rising incomes and urbanization, creating a new audience for RTS cocktails. Within the ready-to-serve alcoholic beverage category, one of the major differentiators of RTS compared to RTDs is their versatility. RTS come in larger packages, ideal for social occasions where several people can be served, such as parties, events and in the HoReCa sector (hotels, restaurants and cafes).
Quetzalli and the future of RTS in Brazil: A promising vision
The convenience of having a high-quality cocktail that can be served in larger portions quickly, without compromising flavor, aligns perfectly with the type of product we envisioned when we created Quetzalli. Another important aspect of the RTS cocktail market is the growing focus on sustainability. With growing environmental awareness, many brands are adopting more sustainable practices in their production processes and packaging. The use of natural and organic ingredients has also gained traction, catering to a public that values ethical products with a lower environmental impact. This resonates with what we've always sought for Quetzalli: a product that not only offers a unique drinking experience but also respects the environment and promotes conscious consumption.
Innovation and versatility: The advantage of ready-to-serve cocktails
The growth of the RTD category is also driven by innovation within the beverage industry. Companies are investing in new technologies, packaging, and flavors to stand out in a competitive market. Leading brands, such as Bacardi Limited, Austin Cocktails, and On the Rocks, are constantly launching new products and expanding their presence in different markets. Innovation is essential to maintain relevance and attractiveness in this sector, and we see Quetzalli following these trends, always seeking to reinvent itself and deliver something new to our consumers. One of the great strengths of the RTD market is its ability to adapt to different consumption occasions. Unlike RTD cocktails, which focus on convenience for immediate consumption, RTDs allow greater flexibility in terms of portions and usage contexts. The ability to serve a ready-made cocktail in a larger bottle makes these products ideal for shared moments, where several people can enjoy the same drink at once. This makes RTDs perfect for social events, house parties, or even for use in restaurants and bars that want to offer a practical yet high-quality option to their customers. The global growth trend of RTS is proof that consumers are looking for more than just convenience; they want a complete consumer experience. In Brazil, we're just beginning to explore the full potential of this market, but we see a promising future for this category.
Final Consideration
As more consumers discover the ease and quality of ready-to-serve cocktails, we believe Quetzalli will play an important role in the evolution of this market in Brazil. With the expansion of the global ready-to-serve beverage market, we believe Quetzalli's future is bright. Our journey began with the desire to create a drink that would be enjoyed in intimate and special moments, and now, with the RTS concept, we have achieved that goal. We will continue to innovate and expand our presence, always focusing on quality, sustainability, and creating unique moments for our consumers. Ultimately, we want every sip of Quetzalli to be a celebration of life, of the moments that matter, and of the conscious appreciation of each experience.
