Rtds/High-Strength Premixes in Croatia

PROSPECTS

RTDs/high-strength premixes is failing as a concept

In Croatia, RTDs/high-strength premixes are still struggling to attract consumers’ attention as a legitimate alternative to alcoholic drinks prepared on spot. For drinkers in Croatia it is more about the process and social interaction than about the convenience of pre-made drinks.

Marginal categories advancing

There were differences in growth dynamics between categories in 2017. Whilst the biggest two categories, high-strength premixes and spirit-based RTDs, saw their sales fall, the newest and smallest category of wine-based RTDs thrives on consumer curiosity, and saw a positive performance.

Limited target group and the distribution split

One of the main factors contributing to the humble performance of RTDs/high-strength premixes is that they address only a limited part of the population. The target group is the younger working population; the same group that enjoys the social aspect of having alcoholic drinks in company.

COMPETITIVE LANDSCAPE

Multinationals dominate

The only two manufacturers that can consider themselves as even moderately successful in RTDs/high-strength premixes are both multinationals. Bacardi & Co leads with its Bacardi Breezer rum-based drink, followed by Diageo, which owns the vodka-based Smirnoff Ice brand.

Local brands compete on price

Local companies are more involved in high-strength premixes, with Badel 1862 being particularly successful in selling its vodka-based high-strength premix Vigor, which is also an extension of the leading vodka brand Vigor. As in vodka, Badel ensures its supremacy through price.

Economy brands try to break through

As the question of price is of secondary importance in RTDs/high-strength premixes, the leading brands can be considered premium, thus premium brands prevail. Lower-priced, mostly domestic, products can be considered as mid-priced, whilst only recently did wine-based RTDs appear in large packaging, which can claim to be economy.

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