Cracking Open #1 — It’s what’s inside

Ready-to-Drinks are thirsty for a twist. Even if they don’t know it yet. The category is ripe with real-time opportunities. We’ve all seen the headlines:

• “The RTD category will hit $40bn by 2027…”
• “RTDs are the fastest-growing segment in total beverage alcohol…”
• “Expected to grow by 12% annually between 2023 and 2027…”

RTDs are no longer a nice-to-have but a must-have for brands looking to grow. Yet, with shop shelves overflowing, the sea of options has blurred into one muddy cocktail. Are we even sure about its taste anymore?

Why aren’t more brands using creativity to stand out?

There’s a whole world of potential out there. In the last few months alone, we’ve seen portable cocktail jellies, screaming cans, and cocktail sachets come to market. 

So, we’re challenging brands to crack open the RTD opportunity. Tweaking labels is surface-level thinking. 

At NB Studio, we had the privilege of partnering with leading spirits brands for over 17 years. Driven by strategic insights, we share perspectives on reshaping categories and challenging norms—all guided by our ethos to defy convention and create change. Some call it thought leadership; we call it “What ifs.” This is the first in a trilogy exploring opportunities for RTDs. We’ll dive into timely trends, both familiar and far-out, to show how brands can innovate and seize the moment.

Find the impostor

There is a new and rather good film on Netflix called “It’s what’s inside”. In it, a pre-wedding party turns into an existential nightmare when an estranged friend arrives with a suitcase that swaps consciences between bodies. Inspired by party games like Werewolf and Mafia—and their digital successors Among Us , Protocol Lockdown and Traitors —the film masterfully channels the tension of spotting the impostor.

What if a drink isn’t what it says it is?

Imagine a pack of four cans—three regular Margaritas and one “impostor” with an extra kick, like a VERY HOT Margarita. We call it RTD Roulette. The twist? All labels are hidden under scratch-off ink.

Trendhunter reports a growing demand for beverage-integrated IRL games to foster engaging experiences, whilst reimagining how we come together and socialise.

Find the truth

My family’s been a trendsetter here. Every Christmas, my brother-in-law organizes a blind wine tasting. He selects six bottles—ranging from dirt cheap to absurdly expensive—wraps them in paper, and serves one glass from each during dinner.

What follows is a heated debate: notes, body, complexity. As the night wears on (and bottles empty), opinions grow more passionate. In the end, scores are tallied, labels revealed, and the wines compared to their Vivino ratings.

Try this at your next gathering. You’ll see:

• A connoisseur uncle praising a £3 bottle.
• A brother failing to recognize his daily drink.
• Grandma proving her elite taste by consistently picking the priciest option.

Now, take this concept to canned wines. Introducing RTD Tasting Sets: canned wines with labels printed in UV ink, paired with scorecards featuring aroma wheels for serious tasting notes.

Find your tribe

Drinking has always been a social glue, forging connections and building communities. The “mere exposure effect” suggests we bond through proximity, often adapting our tastes to fit in. How can we harness this tribal mentality in communal spaces like music festivals?

Take inspiration from a genius marketing move during Brazil’s recent elections. Street vendors in São Paulo created DataToalha: a chalkboard tallying sales of towels featuring rival presidential candidates. Positioned at bustling intersections, this simple idea went viral, boosting sales nationwide.

Now imagine a festival vending machine with digital scoreboards. Each purchase—whether a limited-edition Star Wars or Star Trek-themed can—adds a point to its respective team. Comicon could pit Team Edward against Team Jacob, while festivals might adapt the classic traffic light party: red cans for singles, green for those taken.

According to GlobalData’s TrendSights, consumers crave unique, immersive experiences powered by innovative tech. Gimmick or not, Pepsi Smart Can stirred plenty of buzz.

What if we flipped the script? Instead of asking, “How do we package this liquid cheaply?” ask, “What are people craving, and how can we create a product for that?” More importantly, how do we craft meaningful experiences around it?

Stay tuned for the next instalment of Cracking Open. Have a brief you need help cracking? Drop us a line.

Cleber Rafael de Campos is a Design Director at NB Studio. Lucy Davies is a Strategist at NB Studio .