Abstract:

To capture consumer attention in the competitive ready-to-drink (RTD) alcoholic beverage space, products must stand out on the shelf and catch the consumer?s eye. However, that?s just the tip of the iceberg in this burgeoning category: in order to deeply understand how to gain product loyalty, we must also understand how consumers experience the product post-purchase. Following the purchase to consumption journey is particularly important in this rapidly growing beverage sector, which is now valued globally at USD$30 billion?up a staggering 10 times growth in just five years (USD$3 billion in 2018).