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Ready-to-drink (RTD) tea beverages are widely consumed worldwide and play a prominent role in people’s daily lives, yet few studies have investigated the motivation of RTD tea beverage consumers as well as their underlying attitudes and desires. The purpose of this paper is to explore why these attributes are motivational factors by focussing on the attributes of RTD tea beverage products that motivate consumers to purchase RTD tea.

The attribute-consequence-value model of the means-end chain approach was employed to investigate consumer motivations for purchasing RTD tea beverages. Data were collected through a qualitative face-to-face survey of 153 RTD tea beverage consumers in Taiwan.

The results indicate that consumers purchase RTD tea beverages because the taste, flavor, packaging, and ingredients (attributes) satisfy their desire to drink RTD tea and fulfill the benefits of being delicious to drink, possessing thirst-quenching properties, and possessing health-promoting properties (perceived consequences), thereby fulfilling their ideal goal of experiencing enjoyment (perceived product value).

The findings may serve as a reference for producers of RTD tea beverages regarding product development and marketing.

The purpose of this paper is to explore the effect of the product attribute beliefs of ready-to-drink (RTD) coffee beverages (i.e. content sensory, packaging and branding, and content functional attributes) on perceived value (i.e. utilitarian and hedonic value) and repurchase intention.

In the study survey, 401 participants who had purchased RTD coffee beverages within the previous month were included. Structural equation modelling was employed to analyse the survey data.

The findings indicate that consumers of RTD coffee beverages form utilitarian and hedonic value perceptions through content sensory, packaging and branding, and content functional attribute beliefs. Furthermore, utilitarian value is one of the most crucial determinants of repurchase intentions. The findings further reveal that whereas content functional attribute beliefs have a dominant influence on utilitarian value, content sensory attribute beliefs have a greater influence on hedonic value.

The findings of this study can serve as a reference for RTD coffee beverage companies to develop new products and communication strategies.

The purpose of this paper is to explore the history, classification, regulation, the current market and consumer trends and health effects of alcopops.

The articles reviewed were selected based on the following key descriptors such as alcopop, history, classification, types, production and consumption trend, health benefits and adverse effect.

“Alcopop” is a collective term used to refer to flavored alcoholic beverages (FAB), also known as malt alcoholic beverage; ready-to-drink beverage (RTD); pre-packaged spirit or premium packaged spirit; high-strength (HS) pre-mixed beverage; pre-mixed caffeinated alcoholic beverage or alcoholic energy drink, etc. Alcopops were introduced into the market in 1990s. Starting with the introduction of FAB in the form of wine coolers, a large number of alcoholic beverages have been introduced. FAB are sweet, containing relatively low alcohol content and especially designed for the young drinkers also called the “entry-level” drinkers. They are popular among young and underage drinkers, teenage girls particularly, and the industries use packaging materials and marketing strategies that appear to target the youth. These products are now marketed globally, and their production, classification and marketing vary by country based on national regulatory restrictions. In countries such as USA and Australia, the industry represents that the products were malt beverages for regulatory purpose which were found to be false as other products were derived from distilled spirits. The product has no health benefits so far, the government need to reform their regulations and include new definitions of alcopops with available restrictions that would be practice at both national and state levels until and unless there have been another scientifically approved method of production through which the beverage could be beneficial for human consumption.

This is a unique and comprehensive review that will provide a brief overview of alcopops, i.e., a global perspective on the new category of alcoholic beverage.

In the backdrop of declining per capita availability of pulses, soybean is the alternate source to address protein deficiency in India. The study aims to assess the efficiency of soy products available in the market for meeting the daily requirement of essential amino acids (EAAs).

Extruded soy products, namely, soy nuggets, granules, soy flour manufactured from sprouts, spray-dried soy milk variants, ready-to-drink (RTD) soy beverage and silken tofu, were analysed for EAAs by high-performance liquid chromatography. In addition, efficiency of these products in terms of meeting the daily requirement of EAAs for an adult weighing 70 kg through a single serving (equivalent to 6 g protein) was also computed.

Leucine was the most concentrated EAA in all the soy products, except in variants of soy milk. Total essential amino acids’ (TEAAs) content in soy flour was significantly higher compared to soy nuggets and granules. Spray-dried plain soymilk exhibited a significantly higher level of TEAAs content compared to flavoured variant and RTD soy beverage. Among all the products, silken tofu exhibited the highest concentration of TEAAs. RTD soy beverage was the most efficient product for meeting the daily requirement of isoleucine and valine, soy flour for aromatic amino acids and silken tofu for lysine and leucine.

This work pertains to the determination of EAAs of commercial soy products and assesses their efficiency in terms of meeting the daily requirement of EAAs. This type of technical evaluation of soy products has not been conducted earlier.

This article investigates the complaints leveled at alcohol advertisements to determine the kinds of ads that attract complaints and to what extent Ready‐to‐Drink (RTD) advertising accounts for these. The research will have relevance to all countries where RTDs have developed market share. The results show that ads for beer, spirits and especially RTDs (when Share‐of‐Complaint versus Share‐of‐Market is considered) attract the greatest number of complaints. Wine ads played a negligible role. Over.96% of alcohol ads attracting complaints used either a humorous or a sexual advertising appeal, the results emphasizing the risky nature of the humorous appeal. Rational, emotional, fear, and scarcity appeals made no impact on the findings.

The purpose of this paper is to determine the features of alcopops which make them attractive to Australian adolescents, which features are most important in determining choice of ready‐to‐drinks (RTDs) over other alcoholic drinks, and whether these vary by age and gender.

Mixed methods study. Participants in Study 1 (focus groups) were 72 adolescents aged 12‐17 from New South Wales, Australia; four groups each from Sydney (metropolitan area), Wollongong (regional) and Dubbo (rural); and in Study 2 (survey), 1,263 adolescents aged 12‐17 recruited through schools, mall intercepts, and online.

The predominant factor influencing preference for alcopops across both genders was taste, followed by alcohol strength and cost, although the association between price and choice was complex. Convenience was an important factor, including ease of carrying and concealing, as was the physical appearance (particularly for younger drinkers). Non‐drinkers and experimental drinkers reported that advertising was a key influencer.

These results elaborate on previous research, indicating that alcopops are appealing to young people for a number of reasons (including taste, cost and alcohol strength), many of which differ in importance depending on age and gender. Given that advertising was found to be a key factor in the preference for alcopops, alcohol‐related media literacy education may help young people to resist these harmful persuasive messages.

This study goes beyond previous research into the role of taste preferences to explore the complexity of reasons for adolescents' alcohol consumption. In doing so, this research provides the basis for future educational and policy interventions.

Purpose – This chapter illustrates how female university kendo club members participate in kendo-related hegemonic drinking in formal (heterosocial) and informal (homosocial) club settings. An alternative perspective on gender relations and identity politics in Japan is outlined in this chapter by describing the significance of hegemonic drinking for female kendo club members within homosocial spaces.

Methodology – As a participant-observer, an ethnographic method was applied for an 18-month period as a quasi-member of a Japanese Sports University Kendo Club. Key to accessing the female members' lived experience was the primary author's participation in daily training and the consumption of alcohol in various kendo spaces. The data discussed in this chapter were collected via semi-structured interviews, daily self-reflexive descriptive field notes and ethnographic interviews.

Findings – Hegemonic drinking practices in heterosocial university kendo club spaces encompass networking opportunity, transference of knowledge, and fortitude building, all of which are systemized to support the advancement of male members. Although female members are relatively obscured in heterosocial spaces, women mimic and engage in hegemonic drinking practices in homosocial settings to substantiate meaning to their membership.

Research limitations/implication – Research that engages with the intersection of sport and gender needs to consider aspects of social interaction not only of the physical component of the sport but also the other day-to-day activities related to it. The examination of women and kendo-related hegemonic drinking in this chapter provides an insightful perspective and highlights the value of the ethnographic method in unexplored places of enquiry integral to researching physical cultures and body politics in Japan.

Frequent consumption of sugar-sweetened beverages (SSB) not only contribute to the incidence of dental caries but also a substantial risk for metabolic syndrome, obesity, type 2 diabetes mellitus, cardiovascular diseases and arthritis. Therefore, this study aims to compare the ready-to-drink SSB (RTD-SSB) consumption frequency, choice and sugar intake across gender and body weight status.

This cross-sectional study involved 126 adolescents from two primary schools in Shah Alam, Selangor. Adolescents aged between 9-11 years old were enrolled using convenience sampling method. A semi-structured questionnaire was administered to assess socio-demographic and RTD-SSB consumption of the adolescents. The RTD-SSB consumption was assessed with 2-day 24-hour dietary recalls (single weekend and single weekday recalls), whereas body weight and height were assessed using TANITA weighing scale and stadiometer, respectively. Data were analysed using SPSS version 26.0, while BMI-for-age (BAZ) z-score was determined using the World Health Organization (WHO) AnthroPlus software version 1.0.4.

The mean age of 126 adolescents was 10.82 ± 0.93 years old. The frequency of SSB consumption was 1.77 ± 1.25 times/day, whereas the average daily sugar intake was 6.3 teaspoons (26.61 ± 22.18 g) from RTD-SSBs. Flavoured milk emerged as the most frequent consumed beverage among adolescents, regardless of gender and weight status. No association was observed between the RTD-SSB consumption frequency and weight status (χ² = 0.953, p > 0.05) as well as sugar intake and weight status (χ² = 1.202, p > 0.05). Emerging findings demonstrated that the RTD-SSB consumption frequency, choice and sugar intake were similar across gender and weight status.

This was the first study that compares RTD-SSB consumption frequency, choice and sugar intake across gender and different body weight status.

This study investigates the pricing and inventory control decisions of a company that owns a coffeehouse chain providing drip coffee and a coffee manufacturing factory producing ready-to-drink (RTD) coffee. To determine a way to maximize profit, optimal pricing and inventory control strategies are studied for both the RTD coffee as well as the coffeehouse chain network.

It is assumed that the company sells only drip coffee through its coffeehouse chain and would like to launch RTD coffee via other channels such as convenience stores, supermarkets and so on to maximize its total profit. A mathematical model–based optimization is adopted to address the decision-making for the given problem situation, where the demand for both drip and RTD coffee are dependent on the values of decision variables. To solve the proposed mathematical model, particle swarm optimization (PSO) is applied due to nonlinearity of the developed model.

It is confirmed that a company can earn more profit by launching RTD coffee, even though the profit from drip coffee would reduce. In addition, the scenario analysis shows that by launching RTD coffee under various conditions, the total profits would also improve.

The value of this study is the proposed basic framework for the industry. In addition to the modeling framework and cost structure, realistic cost figures and technical details can be considered when applying the model to a practical setting.

The excessive consumption of alcohol by young people is a current and controversial issue in New Zealand (NZ) and Australia. The literature suggests that such consumption is an accepted social norm, and that young people deliberately drink to reach a level of intoxication. Current public policies to reduce consumption, beyond education through media campaigns, include taxation to raise the price and movements to limit the allowable alcohol content in some beverages popular with youth. This paper aims to determine whether price or alcohol content changes will have any effect on youth drinking.

An experiment was conducted in both Australia and NZ to examine the effects of price changes and alcohol content changes on behavioural intention. A third implied hypothesis was also examined ‐ do Australian students differ from NZ students in their behaviour? Students were assigned to one of eight treatment groups, and their purchase intent was measured for ready‐to‐drink (RTD) products. Chi‐squared analysis was undertaken to test the hypotheses.

Results suggest that social norms are stronger than price effects in both countries, and that alcohol content has a significant effect in NZ. These findings contradict government emphases on fiscal and regulatory approaches to modify purchase behaviour.

This study is the first to specifically look at price and alcohol content manipulations and their potential effects on young consumers. As such it sheds light on a current marketing/social issue that has a potentially significant impact on young consumers worldwide.