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Sales of RTDs/high-strength premixes are declining in Belgium for several reasons. The first is that, like other alcoholic drinks, a rise in excise duty has driven many Belgian consumers to buy their alcohol in a neighbouring country.
Recent developments in the on-trade channel could provide an opportunity for RTDs/high-strength premixes. Indeed, traditional on-trade outlets have been suffering for several years in Belgium, with players trying to re-invent themselves.
Alcohol-free drinks are growing in Belgium because local consumers are trying to adopt more responsible consumption habits. However, they want beverages which look like alcoholic drinks to consume when relaxing or socialising with friends.
Thanks to its William Lawson Cola brand, Bacardi Martini remained the clear leader in RTDs/high-strength premixes in Belgium in 2017. However, the company is not investing in the category, preferring to focus on cocktails.
The category’s ongoing decline can also be explained by a lack of innovation. Despite Belgian consumers being eager to try out new products, very few new launches were seen in the category in 2017.
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Discover the latest market trends and uncover sources of future market growth for the RTDs/High-Strength Premixes industry in Belgium with research from Euromonitor's team of in-country analysts.
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The RTDs/High-Strength Premixes in Belgium 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.