RTDs/high-strength premixes is the smallest category in volume terms within alcoholic drinks in the country, with sales far below those of other categories. These are products that are aimed at very specific consumers, and at expensive average unit prices.
RTDs/high-strength premixes is a comparable small category within alcoholic drinks in terms of sales, where companies continue to focus their products mainly on young adult consumers. RTDs/high-strength premixes offer attractively packaged drinks, focusing on young adults, but specifically on those from mid- and high-income households.
Diageo Uruguay led RTDs/high-strength premixes for the first half of the review period thanks to sales of Smirnoff Ice and Smirnoff Caipiroska. Both variations come from the leading vodka brand of Smirnoff.
The leading player may discontinue Mixx Tail to concentrate only on beer. If Fábricas Nacionales de Cerveza SA (FNC) leaves the category, or decreases its production, Diageo Uruguay is expected to once again become the comfortable leader of RTDs/high-strength premixes and faces little competition from other producers, despite this category not being its focus.
Wine-based RTDs is only a small category in volume terms within RTDs/high-strength premixes. As a result, big companies such as Diageo Uruguay have shown no interest in launching products within the category, which has opened up a gap for local companies to establish themselves.
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This industry report originates from Passport, our Alcoholic Drinks market research database.