Rtds/High-Strength Premixes in China

PROSPECTS

Sales continue to decline with consumers burnt out after over-marketing

With most RTDs/high-strength premixes lacking product innovation and differentiation, the homogeneous marketing strategies using endorsements by young celebrities have worn thin on consumers and led to declining interest in these products. With the post-1990s generation becoming even more health conscious, the negative perception of RTDs/high-strength premixes, which contain high levels of artificial colourings and flavours, has become a major competitive disadvantage.

Industry standardisation to ensure product quality and drive future development

Due to a lack of market controls, RTDs/high-strength premixes in China was considered as an easy access category, and became crowded with counterfeit and standardised products. This damaged the product image and negatively affected purchasing intent.

COMPETITIVE LANDSCAPE

Rio attracts first-time drinkers with new low alcohol products

Shanghai Bacchus Liquor Co remained the leader in RTDs/high-strength premixes in China in 2017, increasing its total volume share significantly, not only due to the continued declines of the overall category, but also due to increased investment in new product development.

Mixx Tail withdraws as rapidly as it rose

After the debut of Mixx Tail at the end of 2015, Budweiser Wuhan International Brewing Co took a high profile approach in China, intending to seize share from domestic manufacturers. With its differentiated stylish packaging, Mixx Tail overtook Breezer from Bacardi China Co and reached second place in terms of volume sales in 2016.

Traditional local spirit manufacturers enter

Following the success of the Umeet premix brand from Kweichow Moutai, Luzhou Lao Jiao Co also entered RTDs/high-strength premixes by releasing three new products in 2017. All three products target the younger generations, who are not so familiar with traditional baijiu brands.

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