No matter what you think of RTDs, you can’t argue with the convenience factor - a fact that has driven the sector into a meteoric rise since COVID.
Although figures show that the sector is beginning to plateau, the premium end of the category is still seeing growth and a demand for new variations.
One such premium brand that has been making its mark is Australia’s Curitif - a brand that believes its expressions empower consumers to redefine their occasions.
With a luxury, high-end image, the brand seeks to constantly express its core values of quality, convenience, and sustainability.
To find out more about this, we talked to the brand’s founder, Matt Sanger, about cocktails, the future of the category, and a shiny, new expression the brand is about to release.
Cocktails Distilled