As in the review period, demand for RTDs/high-strength premixes continued to decline in 2017, due to falling popularity amongst consumers. This was mainly due to limited distribution of such products, a lack of advertising and strong competition from other alcoholic drinks.
Spirit-based RTDs dominated RTDs/high-strength premixes in 2017. Amongst all brands in this category, Smirnoff Ice and MG Spirit are the most popular.
RTDs/high-strength premixes has higher sales in the on-trade channel. These products are often consumed at bars/pubs, and also in some Western restaurants.
Eugina led RTDs/high-strength premixes in total volume terms in 2017, with its brands MG Spirit and Strobe. The company keeps exploring potential on-trade distribution channels to support its sales.
Spirit-based RTDs is witnessing rapidly changing consumer demand. Players in the local market compete based on price, quality, innovation, reputation and distribution.
RTDs/high-strength premixes faces strong competition from other alcoholic drinks, since consumers are more open to trying spirits and wine, which offer more variety and wider availability. They also choose other alcoholic drinks due to the rise in Western drinking habits and premiumisation.
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This industry report originates from Passport, our Alcoholic Drinks market research database.