Global Brands Taps Into Higher-ABV RTDs

Why It Matters

Higher‑ABV RTDs are reshaping the ready‑to‑drink landscape, offering brands a high‑margin growth avenue while meeting younger drinkers’ demand for convenience and stronger flavours.

Key Takeaways

• Quadz launches four 18.8% ABV RTDs in 200ml bottles.
• Higher‑ABV RTD segment valued at $110 million, growing 201% YoY.
• Targeting Gen Z/Millennials for pre‑drinks and on‑the‑go consumption.
• Priced at $6.70 per bottle, sold via Good Time In and Amazon.
• Expands Global Brands’ portfolio after acquiring Hooch and discontinuing Be.

Pulse Analysis

The ready‑to‑drink (RTD) sector has accelerated beyond traditional low‑ABV cocktails, with higher‑ABV formats emerging as the most lucrative sub‑category. Industry data shows the segment now commands about $110 million in global sales and is expanding at a staggering 201% year‑over‑year. This surge is driven by consumers who want the convenience of a pre‑mixed drink without sacrificing the potency of a full‑strength spirit, prompting manufacturers to innovate with stronger, flavour‑forward offerings.

Global Brands’ Quadz line taps directly into this momentum, delivering four vodka‑based flavours—Blue Razz, Cherry Daq, Lime Marg, and Pink Marg—each at 18.8% ABV. Packaged in 200 ml “pocket‑sized” bottles, the product is positioned for pre‑drinks, street‑side sipping, and on‑the‑go consumption, aligning with Gen Z and Millennial preferences for value and memorable experiences. Priced at $6.70 per unit and distributed through the company’s Good Time In e‑commerce hub and Amazon, Quadz offers a cost‑effective alternative to bar purchases while maintaining a premium perception.

Strategically, Quadz broadens Global Brands’ RTD portfolio, complementing existing brands like VK, Hooch, Gather Cocktails, and All Shook Up. By shedding underperforming canned cocktail lines such as Be, the firm concentrates resources on high‑growth, higher‑ABV products that promise stronger margins. As competitors race to capture the same demographic, Quadz’s early entry and aggressive pricing could set a benchmark, prompting further innovation across the RTD landscape and reinforcing the shift toward stronger, portable alcoholic beverages.