RTDs

India boasts a young, urban population that is keen to reduce its alcohol consumption and explore beyond traditional beverage categories. To cater to this demand, brands have introduced a diverse range of lower alcohol content Ready-to-Drink (RTD)…

RTDs is a relatively small category within alcoholic drinks in Malaysia with sales largely focused on spirit-based RTDs. Like most other categories of alcoholic drinks, sales of RTDs dropped sharply in 2020 and 2021 due to the impact of COVID-19 and…

RTDs saw volume sales rise in Austria in 2023. During the year, RTDs continued to benefit from a lasting shift to consuming alcoholic drinks at home, which is the environment in which such drinks are predominantly consumed. The reasons for this…

Spirit-based ready-to-drinks (RTDs) maintained a stronghold in Cameroon in 2023, while other RTD variants struggled to gain substantial traction. The Booster line, available in five distinct flavours (whisky cola, caramel, rhum ginger, gin tonic, and…

Spirit-based RTDs was the most dynamic category within RTDs in Poland in 2023. Looking to capitalise on the growing demand for these products players continued to develop and launch new lines of RTDs in 2023. For example, in 2023 Jack Daniel's & Cola…

In 2023, RTDs in the US maintained total volume decline along with current value growth. The common trend in alcoholic drinks of value growth and volume decline in 2023 aligns with the resonant message of premiumisation, particularly “less but…

In 2022, RTDs in Japan experienced a total volume decline for the first time in 15 years, as a result of a decrease in demand for home consumption in a rebound after off-trade sales surged during the COVID-19 pandemic. However, in 2023, RTDs in Japan…

RTDs saw slower total volume growth in Singapore in 2023 compared with the previous two years, which recorded high growth, spurred by the rebound of the on-trade channel, along with revenge socialising and the release of pent-up demand for indulgent…

RTDs witnessed a steep decline in sales in total volume terms in 2022 with only a limited recovery recoded in 2023. The weak sales performance is related to RTDs being predominantly targeted at women and younger consumers (of a legal drinking age).…

Wine-based RTDs, particularly sangria, have emerged as a clear winner within the overall RTD category in Ecuador in 2023. This growth is fuelled by a significant increase in product options available to consumers. The modern retail channel has…

Volume sales continued to be low for RTDs in 2023, and registered only minimal volume growth. Younger adult consumers of legal drinking age are the target audience, and these younger consumers are now more looking for alcoholic drink as an…

RTDs were the star performer in the Dominican Republic in 2023. While other alcoholic drinks registered minimal volume growth, or saw sales decline, RTDs register double-digit percentage volume growth. Volume sales are now almost on par with wine.…

RTDs in Slovakia registered a decline in total volume terms ion 2023, in contrast to the positive performances of the previous two years. Inflationary pressures, which translated into higher production costs, led to an increase in retail unit prices,…

RTDs in South Africa continued to perform well in 2023, driven by the popularity of convenient, pre-mixed drinks and the re-emergence of a cocktail culture. The popularity for mixing beverages has been sustained due to the rising affordability of…

RTDs in Nigeria witnessed a sharp volume decline in 2023 due to negative economic conditions. High inflation limited consumer spending power, and due to higher production and import costs (largely due to the depreciation of the local currency), unit…

Despite the rise of RTDs as a competitive category in alcoholic drinks, volume sales in RTDs in Ireland slumped in 2023. This is attributed to the normalisation effect following the atypical spikes and crashes seen in sales through the pandemic era…

RTDs in South Korea saw exceptional total volume growth in 2023, mainly driven by off-trade growth, although on-trade sales also saw a double-digit increase. Growth was primarily driven by an increase in light home drinking, and a rise in young…

In 2023, RTDs witnessed much lower volume growth in Indonesia. This modest growth reflects the normalisation of consumer demand following the sharp increase in 2022. Increasing competition from similar-tasting beverages like shochu/soju, cider, and…

RTDs remains the strongest performing category within New Zealand’s alcoholic drinks industry and the category was reinvigorated over the review period thanks to the rapid success of emerging local brand Pal’s, the success of which has largely…

While convenience continued to drive demand for RTDs in North Macedonia over the review period, the category faced strong declines in 2023. Local consumers, especially young adults, are opting to drink spirits such as gin and whisky which are…