What is happening in Spirits? Why are RTDs growing while the rest of the categories are not?
Filiberto hosts a discussion with Chris Maffeo and spirits veteran Olivier Rouche. Olivier recounts his 35 years at Pernod Ricard in commercial strategy & negotiation and his new consultancy, training, and coaching work. They examine the spirits industry’s rapid transformation as premiumization stalls, consumption slows in traditional markets, and demand shifts toward lower-alcohol options.
The group highlights operational and margin challenges for spirits companies entering RTDs, including reliance on third-party production, canning and small-format constraints, best-before dynamics, promo pressure, and retailer assortment tightening.
They distinguish multiple RTD sub-markets (value retail, grab-and-go, multipacks, premium on-trade cocktails) and expect more partnerships with bottlers/distributors. Olivier advises aligning RTDs with company strategy, quantifying margin dilution versus volume-driven value expansion, and ensuring sustainable long-term operations, while warning against rushed launches, cost-driven pricing, and ignoring local consumer differences.
00:00 Meet the Guests
01:12 Olivier’s Career Shift
04:17 Spirits Industry Shakeup
13:27 RTDs Strategy and Execution
24:08 RGM Mistakes and Wrap-Up
2026 Advisory Scope
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