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The popularity of tall skinny cans in liquor aisles continues to grow as more consumers choose hard seltzers and ready-to-drink cocktails. While some competitors opt for glass packaging to stand out in the market, the RTD segment, which includes various alcoholic beverages, is experiencing rapid growth. Producers are optimistic about the future of glass packaging in these beverage categories despite the beer market’s shift away from glass bottles in some areas.
According to data from IWSR, RTDs hold 12% market share by volume in the U.S. beverage alcohol market, with a expected 3% compound annual growth rate from 2023 to 2028. While the category saw a decline in new entrants, the frequency of RTD consumption is increasing among consumers.
Premium spirit-based cocktails brands are turning to glass packaging to differentiate themselves from other RTDs, as consumers perceive glass as a more premium option. Companies like Barrelsmith, known for their oak barrel-finished craft cocktails, emphasize the importance of glass in their premium product offerings.
Despite the trend towards smaller, value-priced RTDs, some producers like Barrelsmith continue to focus on higher ABV premium beverages in larger format glass bottles. Glass packaging is seen as a way to enhance the elegance and premium appeal of these products.
Glass manufacturers are optimistic about the potential of glass packaging as a differentiator in the crowded beverage market. Brands like Via Carota Craft Cocktails are partnering with creative design firms to create visually appealing glass packaging for their products.
In conclusion, the demand for glass packaging is expected to grow not only in the alcoholic beverages market but also in other categories like non-alcoholic beverages and mixers. The use of glass packaging is seen as a way to provide a premium look and feel for these products in a competitive market environment.
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Lara Heller graduated from the University of Amsterdam in the Netherlands with a degree in New Media and Communication. During her studies, she specialized in digital media, social media strategies, and content creation. She participated in various digital media projects during her university years, focusing particularly on online journalism and media ethics. After graduation, Lara started working as a content strategist at one of Europe’s leading digital media agencies, where she developed campaigns that strengthened the digital presence of numerous international brands.
