446 - What Do RTDs Do For Bourbon?

Bourbon Pursuit

Hobbies, Food, Arts, Leisure

4.9 • 866 Ratings

🗓️ 25 January 2024

⏱️ 53 minutes

🔗️ Recording | iTunes | RSS

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Summary

Cracking the can on a warm day sounds like something out of commercial. Over the past year we talked about the RTD or ready-to-drink category beginning to explode because of High Noon and now major bourbon brands are moving into the ready-to-drink space since the canned cocktails' accessibility, lower alcohol content, and mixability make them an appealing gateway for newcomers while still leveraging whiskey's premium status. Though launching requires significant investment, the potential for brand awareness and category growth is alluring. In this episode, Ryan, Fred, and Kenny sip on 5 different bourbon-based RTDs and give our theories on canned cocktail popularity, health concerns, ingredients, and where the category could expect to go. Show Notes: Above the Char with Fred Minnick (@fredminnick) talks about the best rickhouse in the industry. Drinking Jim Beam Highball Why do brands decide to get into the RTD category? Drinking Jack Daniel's Honey Lemonade How important is sugar content in the RTD? Can RTDs be a gateway to more bourbon drinkers? Is it better to have brand recognition before starting a RTD? Drinking Home School Blood Orange Manhattan Is it too expensive to get into the RTD game? What is the shelf life of a RTD? How do you define a RTD? Drinking CANVAS Bourbon Lemon Spice Is Bourbon Cream a RTD? Do prefer carbonation or no carbonation? Drinking Thomas Ashborn Classic Old Fashion Does it matter what kind of bourbon you put into it? Where is this category going to go? Support this podcast on Patreon

Transcript

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0:00.0	Of course, the day I can taste, we're tasting this shit.
0:15.8	This is Bourbon Pursuit, the official podcast of Bourbon, bringing to you the best in news, reviews,
0:21.8	and interviews with people making the bourbon whiskey industry happen. And I'm one of your hosts,
0:27.1	Kenny Coleman. Cracking the can on a warm day, it sounds like something out of a commercial.
0:32.2	And over the past year, we've talked about RTDs or the ready to drink category, and really it beginning to explode because of things like high noon.
0:40.5	And now major bourbon brands are moving into this space since canned cocktails, their accessibility, lower alcohol content, and mixability make them appealing gateway for newcomers while still leveraging the whiskey's premium status.
0:53.6	Though launching requires significant
0:55.5	investment, the potential for brand awareness and category growth is a learning. And in this
1:00.2	episode, Ryan, Fred, and myself, we sip on five different bourbon-based RTDs, and we give
1:06.2	our theories on the canned cocktail popularity, health concerns, ingredients, and where we see the category
1:12.0	could expect to go. With that, enjoy this week's episode, and now here's Fred Minnick
1:16.9	with Above the Char. I'm Fred Minnick, and this is Above the Char. This week's idea comes
1:24.9	from Cody Walls, who writes me on fredminic.com.
1:28.1	That's fredminic.com.
1:29.9	In your opinion, what Rickhouse in the entire industry consistently produces the best bourbon?
1:36.4	Woo!
1:37.4	Man!
1:38.5	I know there are a ton of flippers out there who wish I would say a Deetsville warehouse or a Buffalo
1:47.6	Trace warehouse or a wild turkey warehouse. But my answer is going to shock the living
1:55.9	shit out of pretty much everybody. And that's going to be an aluminum skinned warehouse at Jim Beam.
2:05.5	I've tasted bourbon at all the warehouses in, well, I won't say all the warehouses.
2:11.6	But damn it, I've tasted a lot of bourbon and a lot of warehouses.
	...

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