Rtds/High-Strength Premixes in Romania

PROSPECTS

Factors driving the strong decline

RTDs/high-strength premixes is a niche category within alcoholic drinks in Romania, which has not managed to consolidate its position, despite the element of novelty it brings to the market. The off-trade channel accounts for higher sales, and the low availability of this product type on shelves, together with a low level of diversity and promotion, limits consumers’ awareness of such products.

Wine- and spirit-based RTDs suffer from the development of wine and spirits

The wine and spirits categories are developing in Romania, and consumers are making a big step from the consumption of home-produced products to industrial products. Manufacturers are marketing their products as traditional, and investing in educating the consumer base about more sophisticated products; products that tell a story in wine and premium products in spirits.

Consumer behaviour hampers development

Romanian consumers tend to opt for local and craft products, and are increasingly willing to experiment and create cocktails on their own if they host a house party, or like to have the bartender prepare them in front of them. The pre-mixing of products is seen with scepticism by consumers.

COMPETITIVE LANDSCAPE

Brand association does not always work

Despite the high popularity and growth of Stalinskaya vodka, its RTD sibling Stalinskaya Music did not manage to register the same success. Although the brand is a leader in spirit-based RTDs, its sales are at a very low level and are not expected to see a significant change in the forecast period.

High-strength premixes continues to see growth

High-strength premixes is continuing to see slow growth, despite the strong competition. The advantage of this type of beverage is the developing cocktail trend, and the increasing preference of Romanians to consume alcohol at home; in particular smokers, who have not been allowed to smoke in public places since 2016.

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