White spirits consumers are more likely to explore flavors in RTD cocktails, owing to their familiarity and interest in spirits. RTD cocktails are an excellent way to introduce young consumers to the spirits market and grow with them as their tastes and budgets change. RTD cocktails can serve as a gateway to discovery and long-term brand relationships for new spirit consumers. RTD cocktails can serve as an entry point for those unfamiliar with spirits and can be used to transition between social occasions.

Limited-edition releases and one-of-a-kind experiences increase brand loyalty among dark spirit enthusiasts and approachable dark spirit enthusiasts. RTD cocktails introduce dark spirits to a whole new audience. As whiskies become more popular, the dark spirits category continues to outperform the overall alcoholic beverage market. American whiskey enthusiasts, for example, are expanding their whiskey collections by purchasing more Irish whiskies and cognac.