RTD as a category rooted in flavors is a great example. Particularly in the RTD space, variety packs play a key role because consumers are driven by flavor exploration, and variety is essential to driving trial. Whiskey is the largest flavored spirits category, with nearly one-third of volume coming from flavored variants. They also generate nearly two times higher spend per unit ($20.02 vs. $10.84), highlighting the importance of flavor variety in driving trial, spend, and loyalty. Poelma: Social media has become one of the most influential discovery engines for beverage alcohol flavors, particularly among younger consumers.