What RTD Market Growth Tells Us About Gen Z Values & Drinking Habits
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What RTD Market Growth Tells Us About Gen Z Values & Drinking Habits
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The RTD category has already experienced massive momentum, yet there's still significant room for growth as new brands and products continue entering the market. Gen Z is driving much of this expansion—but what does their enthusiasm for RTDs reveal about this generation's values, purchasing habits, and consumption behaviors?
On this episode of the Park Street Insider Podcast, host Emmett Strack sits down with Ruby Honerkamp and Rob Minucci, Co-Founders of Talkhouse Encore, a spirits-based canned seltzer rooted in the legacy of Stephen Talkhouse, the iconic Long Island music venue. What started as a way to extend a family's 50-year entertainment legacy during the pandemic has evolved into a brand achieving over 101% year-over-year sales growth—without the massive marketing budgets of their larger competitors.
Honerkamp and Minucci share exclusive findings from their Gen Z research, revealing unexpected insights about how this generation discovers, purchases, and consumes alcohol. They also break down how brands can leverage alternative distribution strategies to achieve sustainable growth.
Featured Guests:
Ruby Honerkamp, Co-Founder, Talkhouse Encore
Robert Minucci, Co-Founder, Talkhouse Encore
Mentioned in this episode:
Talkhouse Encore
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