Despite some positive regional trends, prospects for spirit-based RTDs in Kazakhstan remain bleak. This type of product is entirely atypical of the country’s culture, which traditionally drives alcohol consumption among Kazakhstani people, and fails to find a loyal audience as consumers struggle to imagine cases when the consumption of bottled alcoholic cocktails would benefit them or be pleasant.
Within RTDs, consumers remain faithful to spirit-based products. With spirit-based RTDs, despite having a good track record in countries such as Russia and Belarus, still struggling to find a key audience in Kazakhstan, it is quite likely that malt-based or wine-based RTDs would be even more alienating and even less relatable as a product to Kazakhstani consumers, driven largely by traditions associated with celebration and culinary customs.
Limited brand presence is largely represented by Bacchus AO, a prominent local player in the Kazakhstani market for alcoholic drinks. However, Bacchus’s main interests in Kazakhstan lie within producing budget-priced wine and local brandy that is positioned as a cheaper alternative to cognac.
The limited prospects for RTDs have served as a factor to not only discourage investment, but also encourage pull-back of previously active players in the category. A second prominent player, Riks TOO, ceased production of two of its RTD brands, Drive and Push-Y, in 2015, and has since concentrated its selling efforts under the umbrella brand, Dizzy Cocktails.
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Discover the latest market trends and uncover sources of future market growth for the RTDs/High-Strength Premixes industry in Kazakhstan with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Alcoholic Drinks market research database.