Pernod Ricard launches REDI ready-to-drink range targeting younger consumers seeking convenience and spontaneity

Pernod Ricard has introduced its ready-to-drink (RTD) range, REDI, to meet changing consumer preferences in the beverage market. The company describes REDI as the ideal choice for those who want to enjoy social gatherings without complications. The collection is designed for people who value spontaneity and simplicity, offering a way to celebrate with minimal effort. According to Pernod Ricard, all that is needed is a good space, great company, and a drink that sets the mood.

REDI stands out with its eye-catching packaging and familiar flavors. The drinks are available in a convenient format that requires no glass or cocktail-making skills. Consumers can simply chill the beverage and enjoy it straight from the can or bottle. The range features well-known brands such as Beefeater, Absolut, Havana Club, and Jameson, ensuring recognizable quality and taste.

The alcohol content of REDI products ranges from 5% to 10%, making them suitable for light enjoyment without overwhelming the occasion. Pernod Ricard highlights that this makes REDI an appealing option for those who want to keep up with social plans while drinking responsibly.

The selection includes classic combinations like Havana Club & Cola and Beefeater & Tonic, which are popular choices for afternoon gatherings. There are also sweeter and more tropical options such as Malibu Piña Colada and Malibu Strawberry Daiquiri. For those who prefer stronger flavors, Ballantine’s & Cola and Jameson Ginger & Lime are available.

Pernod Ricard states that REDI was created in response to a new generation of consumers who appreciate immediacy, simplicity, and innovation. The company aims to show that even routine activities like grocery shopping can become opportunities for celebration. To illustrate this idea, REDI recently transformed a supermarket into an unexpected party venue. Shoppers experienced a sensory event filled with music and flavor, turning an ordinary errand into a memorable occasion.

This marketing approach aligns with the leisure habits of Generation Z, who seek authenticity and creativity in their social experiences. By bringing the party atmosphere into everyday spaces, REDI connects with young consumers looking to break from routine and enjoy life’s moments in new ways. The brand’s strategy reflects broader trends in the beverage industry, where convenience and ready-to-drink options are gaining popularity among younger audiences across the United States and beyond.