Curion, a leader in product and consumer insights, has unveiled
a groundbreaking Ready-to-Drink (RTD) vodka-based seltzer study
using its proprietary tool, Curion Score™. This research reveals
which RTD vodka seltzer takes the crown in this rapidly growing
category with 5 stars.
DEERFIELD, Ill., Sept. 30,
2024 /PRNewswire-PRWeb/ -- Curion, a leader in
product and consumer insights, has unveiled a groundbreaking
Ready-to-Drink (RTD) vodka-based seltzer study using its
proprietary tool, Curion Score™. This research reveals which RTD
vodka seltzer takes the crown in this rapidly growing category with
5 stars.
"Scores in this category have consistently
improved, signaling better flavor profiles across the board," says
Michael Nestrud, PhD, VP of Research
& Innovation at Curion. "The Curion Score™ goes beyond simple
'liking' by stripping away branding and focusing purely on the
sensory experience.
With over 300 brands and a projected market value of
$21.1 billion by 2027 (CAGR 15%),
hard seltzers have seen explosive innovation. Today, 50% of all
alcohol innovation dollars are spent on RTDs and this innovation
spend is money well spent. Despite market leaders White Claw and
Truly, Curion's 30 years of alcohol testing and category expertise
uncovers up-and-coming 5-star performers in the RTD Vodka Seltzers
segment.
Curion leads the conversation in the RTD Vodka Seltzer Wars
Curion's Curion Score™, leveraging a proprietary database of 1.5
billion data points, unveils two 5-star products and reveals
several products that didn't stack up well against the category,
despite having strong overall liking scores. The study shows that
while emerging brands may lack the marketing power of industry
giants, their product performance is shaking up the RTD vodka
seltzer category. Brands analyzed include Absolut, High Noon,
Nutrl, Cutwater, Sunny D, Smirnoff, and -196.
"Scores in this category have consistently improved, signaling
better flavor profiles across the board," says Michael Nestrud, PhD, VP of Research &
Innovation at Curion. "The Curion Score™ goes beyond simple
'liking' by stripping away branding and focusing purely on the
sensory experience.
Key Insights:
- Familiarity falls short: Loyalty alone doesn't ensure 5-star
product performance. Newer competitors outshone established names,
highlighting the growing importance of innovation and relevance in
consumer decisions.
- Curion Score™ differentiates the best: Curion Score™ assesses
RTD Vodka Seltzers with a whole category view. Two products tied in
overall liking, but Curion Score™ uncovered a 40% difference in
overall rank with category performance indicators.
- New entrants to disrupt the market: -196, a new RTD vodka
cocktail, earned a 5-star Curion Score™, outperforming classics and
signaling a strong threat to established brands.
- RTD rises among all alcohol: Top performing RTD vodka seltzers
were not only 5-star products in the RTD category but among
alcoholic beverages overall, indicating that consumers love these
seltzers even compared to other beer, wine, & spirits.
- Keren Novack, President of
Curion, stated, "Our RTD Vodka Seltzer study, powered by the Curion
Score™, revealed clear 5-star winners and key attributes driving
consumer preference." She highlighted -196 by Suntory as a
"must-watch" brand, using their proprietary Freeze Crush Infusion
(FCI) technology to lock in bold flavor by freezing whole fruit at
-196°C. Since its 2005 launch, it's become Suntory's best-selling
RTD, just behind White Claw.
Media Contact
Lisa Spathis, Curion, 1
8479700006, lisaspathis@gmail.com, www.curioninsights.com
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SOURCE Curion