Jason Chebib is general manager of The Americas for System1, the world's leading marketing decision-making platform. System1 helps predict and improve the commercial impact of ads and innovation. Jason also is a former vice president of consumer planning at Diageo North America, and Global Whiskies Planning Head. Learn more about System1’s Test Your Idea platform at https://system1group.com/test-your-idea.
The Distilled Spirits Council of the U.S. records that pre-mixed cocktails was the fastest-growing spirits category in 2021. One thing’s for sure, more new ready-to-drink (RTD) cocktail launches will be executed. When the dust settles, which RTDs will have earned a precious place in consumers’ repertoires, and which will have lost their stake?
