Temp log
Frozen storage −18°C or colderChilled foods 0 to 5°C typicalBananas avoid below ~13°CDanger zone 5–60°CIce cream hardening −25°C to −30°CLeafy greens 0–2°C, high humidityChocolate around 15–18°C, dryLive seafood species-specificBlast freezer air −30°C to −40°CCured vanilla cool, dry, sealedFrozen storage −18°C or colderChilled foods 0 to 5°C typicalBananas avoid below ~13°CDanger zone 5–60°CIce cream hardening −25°C to −30°CLeafy greens 0–2°C, high humidityChocolate around 15–18°C, dryLive seafood species-specificBlast freezer air −30°C to −40°CCured vanilla cool, dry, sealed

Beverages · Cold chain alert

Ready-to-drink beverages and the cold-chain cost of chilled shelf space

RTD coffee, tea, protein drinks and cocktails all compete for the same chilled cooler doors. Refrigerated space is the scarcest and most expensive real estate in a store.

By Editorial desk · · 3 min read

Chilled RTD types
Cold brew, dairy coffee, fresh juice, protein shakes, some RTD cocktails
Shelf-stable options
Retort, aseptic and hot-fill formats
Hidden cost
Energy, equipment and lost range when products need refrigeration

Ready-to-drink (RTD) beverages have been one of the fastest-moving parts of the drinks market. RTD coffee, iced tea, protein shakes, functional drinks, kombucha and canned cocktails crowd into store coolers and convenience fridges. For brands and retailers, this raises a question that often decides success or failure: does the product need refrigeration, and who pays for it?

Chilled vs shelf-stable RTDs

Some RTDs must be refrigerated:

  • Cold brew coffee without aseptic processing;
  • Dairy-based coffee and tea drinks that are not ultra-heat-treated;
  • Fresh and high-pressure processed (HPP) juices;
  • Kombucha and live-culture drinks;
  • Some protein shakes and plant-based drinks.

Others are shelf-stable because of how they are processed:

  • Retort sterilisation in cans or bottles;
  • Aseptic filling into sterile packaging after UHT treatment;
  • Hot-fill for acidic drinks;
  • Pasteurised canned drinks with appropriate acidity or alcohol.

Shelf-stable drinks may still be sold cold for impulse purchase, but they can be stored, shipped and shelved at ambient temperature.

Why chilled shelf space is expensive

Equipment. Refrigerated display cases and coolers cost much more than ambient shelving and need maintenance.

Energy. Refrigeration is a major share of a store's energy use, especially in grocery and convenience retail.

Space. Cooler doors are limited. A brand that wins a chilled facing may push another product out.

Supply chain. Chilled products need refrigerated warehouses and trucks, more frequent deliveries and tighter stock rotation because of shorter shelf life.

Waste. Short shelf life means more unsold products are discarded.

Retailers often charge fees or expect strong sales rates for chilled placement. Brands with slow sales may lose their spot.

The impulse factor

Shoppers buying a drink for immediate consumption want it cold. That is why many shelf-stable drinks still fight for cooler space. Brands negotiate for placement in both cold and ambient sections, with ambient stock used for multi-packs and take-home purchases.

Technology options for brands

Brands can reduce cold-chain costs by:

  1. Moving to shelf-stable processing where taste and texture allow, such as aseptic cold brew.
  2. Using HPP to extend chilled shelf life, though products still need refrigeration.
  3. Extending shelf life through packaging with better oxygen barriers.
  4. Supplying branded coolers to retailers, which gives control over placement but adds cost.
  5. Smart coolers with sensors that monitor temperature and stock levels.

The retailer's view

Retailers are investing in more efficient refrigeration: doors on open chillers, LED lighting, variable-speed fans and natural refrigerants. Doors can significantly reduce energy use, and many shoppers have adapted to them. Retailers also use data to decide which drinks earn their chilled space.

RTD cocktails and alcohol

Canned cocktails and hard seltzers are usually shelf-stable but sold cold. In some markets, alcohol licensing affects where they can be sold and refrigerated. Distributors manage cooler placement and rotation in bars and stores.

Measuring the true cost of cold

Few brands calculate the full cost of a chilled route to market. A simple model adds refrigerated warehousing and transport premiums, extra delivery frequency, waste from short shelf life, retailer fees for cooler placement and, where relevant, the cost of branded coolers and their energy. Comparing that total with the cost of reformulating for ambient distribution often changes the decision. Some brands run both: a chilled premium line where freshness is the selling point, and an ambient line for wider distribution, multipacks and online sales where parcels travel without refrigeration.

What brands should consider

  • Can the product be made shelf-stable without losing quality?
  • What does the total cold-chain cost look like, including waste?
  • Is cooler placement essential for impulse sales?
  • How will the product be rotated and monitored?

Chilled shelf space is limited and costly. Brands that understand the cost of cold, and design products and supply chains around it, have a better chance of keeping their place in the cooler.

Key figures above are general reference points, not regulatory limits.