RTDs was another category to benefit greatly from the hot summer weather in 2017. While availability and product range remained limited at the end of the review period, those who were familiar with these drinks and their refreshing properties increased their consumption.
Unlike RTDs, high-strength premixes registered a further decline at the end of the review period in Bosnia-Herzegovina as consumer awareness of these products remained weak, mainly due to a lack of promotional activities. A modest increase in current value terms was seen in the off-trade in 2017 as a small group of consumers bought high-strength premixes as a viable alternative to popular on-trade cocktails.
The on-trade remained the dominant channel for both RTDs and high-strength premixes in Bosnia-Herzegovina in 2017. In part, this is due to the limited availability and visibility of these drinks in the off-trade.
Multinationals continued to lead RTDs/high-strength premixes in Bosnia-Herzegovina in 2017, with a single regional player, namely Badel 1862, ranking among the top five. This suggests that historically there has been no tradition for the manufacture or consumption of RTDs and high-strength premixes in Bosnia-Herzegovina.
RTDs/high-strength premixes continued to be characterised by a lack of promotional activity in 2017. The leading players rely primarily on the strength of the original Smirnoff and Bacardi brands to generate consumer interest, while also seeking to improve availability through the leading retail chains but primarily on-trade outlets, where most sales are generated.
RTDs/high-strength premixes in Bosnia-Herzegovina is currently too small to attract any significant interest or investment from new manufacturers. Most new products have been a result of excess stock in neighbouring markets or large international launches which do not take into account local preferences.
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This industry report originates from Passport, our Alcoholic Drinks market research database.