RTD is on Fire, Win the Shelf through Design
While we are watching a correction in the wine and spirits industries, Ready to Drink (RTD) is not slowing down. Data says that it is the fastest growing category.
Nielsen said : “Once a novelty, Ready to Drink (RTD) and Ready to Serve (RTS) products have matured into a $13.9 billion category, now claiming 12.5% of total BevAl dollar sales. As we reach the midpoint of 2025, the Fourth Category is no longer just a trend; it’s a strategic growth engine.”
They are also saying ‘Differentiation is the New Baseline’ : With a crowded market, only the best will stand out and survive. A large part of that will come from what the consumer picks up on shelf, which means you have seconds to grab their attention. Design drives sales by winning the shelf.
In the 13 seconds your brand has to grab attention, will it win?
- Does your package stand out?
- Does it communicate clearly and quickly?
- Does it resonate with your audience? (Do you know who your audience is?)
A recent refresh shows how you can upgrade your chances of being the chosen brand.
Duey Juice is a Chicago-based RTD cocktail brand who approached us to clarify messaging and refresh their brand to increase sales.
A major selling point was their refusal to discount quality, using authentic US Virgin Island Rum and real fruit juice. The previous package did not feature or highlight this USP on the front of package.
The redesign features a prominent badge ‘Made with USVI Premium Rum’ and is reinforced with tropical palm tree motifs on the front and cap of the package ~ following through on Duey Juice’s promise to ‘take you to the islands’. The new brandmark pairs these palm trees with a slice of fruit, reminding the consumer that this is made with fresh, real fruit.
Bright colors were added to the package design to complement the bright colors of the liquid and further push that warm, carribean feel.
The ‘original’ blend was renamed to ‘Oasis’ following this trend to feel like an escape.
Old Package Design for Duey Juice RTD Cocktails
New RTD Package Design & Branding for Duey Juice RTD Cocktails
We would argue that the most impactful change was changing the text color to white. Not only does this feel brighter and more inviting/palatable but it is so much more legible against the juice in the retail coolers that tend to be dark. You can see this package from a mile away. Small design changes can make the biggest impact at shelf.
The new Duey Juice package feels fun, bright and flavorful, inviting you to a taste of the islands with every sip.
Whether you want to create a RTD brand from scratch or breathe new life into an existing brand, Watermark will bring 18 years of packaging experience to your project. Give us a call.
Click here to see Penelope Bourbon’s RTD Cocktail line.