RTDs/high-strength premixes saw lower growth in 2017, after the additional German excise duty helped support growth in 2016. In a decision that sparked much debate in the Danish media, the government decided to remove the additional tax on RTDs/high-strength premixes from 1 January 2018.
Cocktails became increasingly popular amongst Danish consumers over the review period, and have become the drink of choice on a night out for a growing number of Danes. This trend can be seen in the growing number of cocktail bars that continue to open all over the country, but mainly in the major cities and the capital Copenhagen.
Irrespective of the reasoning behind the removal of the additional tax, it is safe to assume that the resulting lowering of retail prices will result in higher volume sales in 2018 and over the forecast period. However, it is expected that growth rates will remain modest, as the overall impact of the removal on retail prices is likely to be moderate.
RTDs/high-strength premixes in Denmark became increasingly consolidated over the review period, including in 2017, with the category effectively being divided between four players: Conaxess Trade Denmark, Cult, Royal Unibrew and Diageo Danmark. The products marketed by these four players all enjoy a high level of brand recognition, as well as vast distribution networks.
Domestic players continued to perform well in RTDs/high-strength premixes and increased their combined volume share over the review period, including in 2017, when they accounted for almost half of total volume sales. The leading domestic players, Cult and Royal Unibrew, market the popular brands Cult Shaker and Tempt, which have both found a loyal following amongst Danish consumers.
It is unlikely that the forecast period will see any major shift in the competitive landscape, as the leading players will continue to focus on product innovation and extending retail distribution. Whilst some shifts in share are likely to occur, these are set to mainly be between the main players, with other players fighting over the remaining share of sales.
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This industry report originates from Passport, our Alcoholic Drinks market research database.