RTDs are expected to grow over the forecast period, both in off-trade and on-trade terms, due to Bulgarians’ increasing preference for lower-alcoholic drinks. The category is currently very small and therefore has excellent growth potential.
Overall growth in RTDs will be driven primarily by young consumers who tend to be open to new global trends that usually reach Bulgaria after a few years of being seen elsewhere. Sofstok Ltd OOD’s highly popular Bacardi Breezer will retain its leadership in the spirits-based RTDs, followed by Avendi OOD’s Smirnoff Ice due to their long-standing presence, well-developed distribution and strong brand recognition.
Modern grocery retailers, especially supermarkets and hypermarkets, will remain the biggest distribution channels for RTDs in the coming years due to expansion into smaller cities. Furthermore, retail chains run regular price promotions and advertising campaigns, which allow local consumers to buy their favourite RTDs more often, boosting growth.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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RTDs
RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.
See All of Our DefinitionsThis report originates from Passport, our RTDs research and analysis database.
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