RTDs/high-strength premixes witnessed improved total volume growth in 2017 compared to the review period’s overall performance. It began to display positive growth towards the end of the review period after years of decline.
Off-trade channels led total volume sales compared to on-trade in 2017, with convenience stores being the most important off-trade channel. This is indirectly attributed to promotional activities by cider players to drive off-trade sales.
Due to the sweet, fruity flavour and relatively low alcohol content, RTDs/high-strength premixes is largely consumed by the young demographic in their 20s and 30s. This group of consumers is also typically more eager to experiment with new flavours.
Paolyta Co Ltd continued to lead RTDs/high-strength premixes in 2017. However, its total volume share remained rather stagnant in 2017 compared to 2016.
Diageo Taiwan recorded the biggest decline in total volume share in 2017 and competes under the Smirnoff Ice brand. This was largely due to the lack of constant marketing and promotional efforts to maintain interest for its brand among consumers.
Suntory Holdings managed to triple its total volume share over the course of the review period. The company competes through its Suntory Horoyoi brand, which quickly gained consumers’ interest through its sophisticated packaging design and viral marketing campaigns, such as the above-mentioned Horoyoi Mild Drink Picnic event, since its launch in 2013.
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This industry report originates from Passport, our Alcoholic Drinks market research database.