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Learn moreJun 2018
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Over the review period, the combination of rising prices, stricter drink-driving legislation, and concerns about security at bars and night clubs, led to consumers opting to entertain themselves at home. This trend has fuelled the growth of RTD beverages that offer convenience and variety.
In 2017, wine-based RTDs performed strongly, driven by well-positioned brands such as Caribe Cooler (Bepensa) and Boone’s (La Madrileña). These brands have invested in promoting and advertising their products and positioning them as trendy alternatives to beer.
Over the review period, the convenience channel saw interesting growth as more sales points opened every day. RTDs are a good fit for the convenience channel and an important driver of sales.
Casa Herradura, owner of the New Mix brand, continued to lead sales in 2017. New Mix is the best positioned brand and is a tequila-based beverage with a long-standing presence.
Over the review period, several spirits brands expanded their product portfolios by launching spirit-based RTDs. To support these new ranges, these companies have also invested in marketing and promotional efforts to communicate new flavours and mixes.
However, they also perceive RTDs as an opportunity to expand their consumer base as they can offer existing brands in this new area and perhaps attract consumers to other areas. Recently launched spirit-based RTDs include Paloma by José Cuervo (a tequila-based RTD mixed with grapefruit soda), a gin-based RTD launched by Valle Redondo, and Jack Daniel’s Honey with lemonade.
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Discover the latest market trends and uncover sources of future market growth for the RTDs/High-Strength Premixes industry in Mexico with research from Euromonitor's team of in-country analysts.
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The RTDs/High-Strength Premixes in Mexico market research report includes:
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This industry report originates from Passport, our Alcoholic Drinks market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.