Rtds/High-Strength Premixes in France

PROSPECTS

Mixed picture expected

Due to erratic results during the review period, marketers have doubts about the ability of RTDs/high-strength premixes to post volume growth in the coming years. Admittedly, as product penetration was still low as of 2017, there was theoretically plenty of room for growth, notably thanks to the spritz cocktail trend and the ongoing success of mojito and other rum-based drinks.

Outside of rum, no salvation in cocktails

While the number of original hand-made cocktails increases and the variety of ingredients in on-trade takes off, the number of different recipes or spirit bases is expected to be increasingly limited within RTDs/high-strength premixes. Roughly an 80% volume share of spirit-based RTDs and high-strength premixes were rum-based in 2017, and two thirds of sales came from only three cocktails – planteur (rum, pineapple, orange, guava and grenadine), mojito and coco-punch.

Mediterranean recipes expected to still work to a degree

Mediterranean-style RTDs/high-strength premixes are also expected to have potential. The French are accustomed to drinking sangria (wine-based RTDs) during barbecues and home parties in summer, although sales will still rely on the weather.

COMPETITIVE LANDSCAPE

La Martiniquaise is master of the game

GBO La Martiniquaise has led the way in RTDs/high-strength premixes for many years and more particularly in 2017. The player benefits from a wide portfolio of dynamic brands, including Saint James and Bardinet brands such as Old Nick and Dillon within high-strength premixes.

Diageo appears to be withdrawing

The large drop in sales for MHD Moët Hennessy Diageo looked like a withdrawal in 2017, and had a strongly negative effect on overall sales of RTDs/high-strength premixes. GBO Diageo was one of the forerunners and still the leader of the overall category at the beginning of the review period thanks to Smirnoff Red Ice.

Cinzano versus Martini – two converse strategies capitalising on the dolce vita

Clearly, Italy and its way of life sell in France, not only in alcoholic drinks. Two players in particular, Bacardi-Martini and Campari Milano, try to exploit this situation with their two brands, both originating from vermouth, included within wine.

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