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Learn moreJun 2018
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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.
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.
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.
Beam Suntory Australia remained the leading company in RTDs/high-strength premixes in 2017.
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.
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.
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Discover the latest market trends and uncover sources of future market growth for the RTDs/High-Strength Premixes industry in Australia with research from Euromonitor's team of in-country analysts.
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The RTDs/High-Strength Premixes in Australia market research report includes:
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This industry report originates from Passport, our Alcoholic Drinks market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.