Rtds/High-Strength Premixes in Germany

PROSPECTS

RTDs/high-strength premixes will remain popular but growth expected to slow down

Compared to the review period, future volume and value growth for RTDs/high-strength premixes is expected to slow down. This is on the one hand, linked to the unpopularity of high-strength premixes, which are set to decline in total volume sales, and on the other hand, to the growing maturity of wine-based and spirit-based RTDs.

Spirit-based RTDs set to post most dynamic total volume growth

Spirit-based RTDs will continue to post the highest volume and value sales growth rates over the forecast period, driven by strong products from big brands such as Jack Daniel's & Cola, Jim Beam Cola, Bacardi & Cola or Gordon's & Tonic. Additionally, product variety has increased considerably over the review period, with new and successful product launches from Captain Morgan, Moskovskaya and Wodka Gorbatschow.

New product developments, flavours and innovations set to drive volume growth

Over the forecast period, sales of RTDs are expected to be supported by innovations in terms of line extensions, limited editions, new types of packaging or new product launches, as alcoholic drinks players aim to capitalise from the category’s growth. There is still potential for new product launches from alcoholic drinks players, which do not have a spirit-based or wine-based RTD product, as well as for existing products to extend.

COMPETITIVE LANDSCAPE

Brown-Forman the leading branded player as cola premixes record strong growth

While Aldi was the leading player overall, Brown-Forman continued to lead RTDs/high-strength premixes in terms of branded products in 2017, with Jack Daniel’s & Cola being the strongest selling spirit-based RTD in total volume terms. The US manufacturer successfully pushes volume sales through strong marketing campaigns in Germany and is likely to continue to benefit from the strong reputation of its flagship brand Jack Daniel’s.

Jive and Rotkäppchen Fruchtsecco continue to dominate wine-based RTDs

In wine-based RTDs, Jive from Peter Herres Wein- & Sektkellerei GmbH and Rotkäppchen Fruchtsecco continued to be the leading brands, both growing at a similar pace in 2017. Rotkäppchen-Mumm Sektkellereien only launched its two wine-based RTDs products Rotkäppchen Fruchtsecco and Jules Mumm Plus in 2014, but quickly established itself with the popular “Hugo” (elderflower flavour) and different flavour variants.

Competition in RTDs/high-strength premixes expected to intensify

Over the forecast period, competition in RTDs/high-strength premixes will intensify, particularly in spirit-based and wine-based RTDs. As the categories are maturing, there will be less space for dynamic growth.

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