Welcome to the final part of our trilogy exploring trends and posing “What if?” scenarios for RTDs, as usual guided by NB Studio’s ethos to defy convention and create change. If you haven’t read the previous parts, you can find them here and here. If you have, thank you for sticking with us.

When it comes to adult gifting, I usually turn to the classics: a bottle of organic wine from the shop down the road or some duty-free whisky from the airport. That said, one of the best gifts I ever received from colleagues was a box of 24 beers from BBNo. Yet, in the wide array of thoughtful, adult gifts, canned cocktails rarely make the cut.

One exception is the pack collections from Moth Cocktails, designed by Pentagram. These minimalist sets feature a uniform design with rough, textured labels that add a tactile dimension to the experience. They’re one of the few canned cocktail lines I’d consider gifting.

According to Global Data, we’re living in an “experience economy” where consumers value unique, multi-sensory experiences over material goods. Integrating other senses into concepts can create an even stronger emotional connection. Our first idea looks into how to enhance the RTD experience through sensory design, as well as teaching something about cocktail making at the same time.

Show me the goods
I must say, this one is my favourite from this series. Inspired by minimalist posters, here we have dented cans showing the ratio of each liquid that forms a cocktail. It would undoubtedly pose logistical challenges, but it’s a fresh way to embrace the principle of form follows content.

These sleek, unadorned cans would thrill the designer in me. They’d make wonderful collectibles and might even win design awards. But they don’t quite capture the nostalgic charm of my cousin’s childhood can collection, which was a vibrant, maximalist mix of colours, quirky typography, and cans from around the globe.

The times are changing
There seem to be two types of collectors: those who strive to complete a set (like football stickers) and those who seek the next hidden gem in an endless series (like stamps).

By tapping into both of these impulses, brands could create a compelling mix of finiteness and infinite discovery to boost RTD sales.

Imagine seasonal sets: a Winter Collection featuring Mulled Wine and Hot Buttered Rum, or a Summer Collection featuring Piña Coladas and Aperol Spritz. These limited-edition box sets could feature cans with different labels and aesthetics, perfect for gifting.

Limited editions offer a chance to test new flavours, expand audiences, and stay relevant—something many brands excel at. Take Cadbury’s Studio Creations or Coca Cola’s Creations series, for instance. At NB Studio, we’ve designed annual limited editions for Kraken Rum, using its iconic bottle as a canvas for storytelling. Each edition deepens the brand’s lore, engages the audience, and drives sales.

King of all trades
Throughout this series, we’ve focused heavily on cans—and for good reason. Aluminum cans are cheap, easy to mass-produce, and highly recyclable. But RTDs don’t always have to come in cans.

Just as Nespresso revolutionized coffee with its capsules, or Zippo transformed lighters into art canvases, could RTDs carve out a new niche with flask formats?

One concept I love is a collection of 52 whisky cocktails, each packaged in a card-shaped flask—like a deck of cards.

Wrapping up
This concludes our series, though we’ve barely scratched the surface of what’s possible for RTDs. If you have thoughts or questions, we’d love to hear from you. Cheers!

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Final thoughts: subscription overload?
Once upon a time, subscription boxes—from wine to cheese to full dinners—were hailed as the ultimate e-commerce solution. But with so many options now available, can consumers really handle another subscription? What other factors might draw them back to a brand’s online store? Let’s discuss.