Rtds/High-Strength Premixes in Australia

PROSPECTS

RTDs remain in decline due to competition from other alcoholic drinks

The category’s products faced competition from ciders, beers, “craft” beers and spirits. Manufacturers focused on new products which provide refreshment such as Diageo Australia’s Johnnie & Ginger, which combines Johnnie Walker Red Label and ginger ale, launched in August 2017.

Higher-ABV RTDs on the increase

Growth in higher-ABV products was observed in RTDs in Australia in 2017. Thirsty Camel's Head of Marketing, Leah Grinter, stated in the trade press that retailers attributed this increase to the importance consumers place on flavour, in addition to the choice likely being because higher-ABV products are a more cost-effective option.

Health consciousness continues to impact RTDs

With health consciousness on the rise, some consumers remained reluctant to consume drinks laden with sugar, such as RTDs. Manufacturers sought to address this by providing consumers with healthier alternatives.

COMPETITIVE LANDSCAPE

Beam Suntory Australia leads

Beam Suntory Australia remained the leading company in RTDs/high-strength premixes in 2017.

Premiumisation and refreshment within RTDs leads to share increase for Diageo Australia after three years of decline

Diageo Australia saw its total volume share in RTDs/high-strength premixes increase in 2017 for the first time since 2013. This was due in part to the increasing popularity of the company’s RTD brand, Bundaberg Lazy Bear, which appeals to the refreshment trend, and the return to growth of Bundaberg’s rum RTD in 2017.

Growth of Jack Daniel’s sees Brown-Forman Australia’s share increase over the review period

Brown-Forman Australia Pty Ltd’s total volume share in RTDs/high-strength premixes increased in 2017, following decline in 2016. The company’s key brand, Jack Daniel’s, saw its share in spirit-based RTDs increase for a third consecutive year in 2017, and the company continued to benefit from its latest release, Jack Daniel’s American Serve, launched in October 2016.

Files are delivered directly into your account within a few minutes of purchase.

---