Wine-based RTDs remains, by far, the largest category due to the products’ affordability and sweet taste which is very appealing to Venezuelan consumers. In fact, demand increased over the review period as some consumers found wine-based RTDs to be a substitute for still red wine, which saw its average unit price skyrocket as a result of fluctuations in the exchange rate.
The average unit price of RTDs/high-strength premixes increased with overall inflation but remained close to the average price of overall alcoholic drinks in 2017. Spirit-based RTDs are more expensive, at 3.
The off-trade channel dominated total volume sales of RTDs in 2017. As with other alcoholic drinks, the expansion of the on-trade channel was limited over the review period because of higher prices, declining purchasing power and a lack of personal security, which led Venezuelans to reduce the frequency of their visits to on-trade establishments.
Cervecería Polar CA manufactures Sangría Caroreña with inputs from Bodegas Pomar CA. Both companies are part of Empresas Polar CA, the largest holding of companies in the food and beverages industry in Venezuela.
Spirit-based RTDs is made up of both domestic and imported brands, with international Smirnoff Ice dominating sales in spite of an unstable presence during 2017. Other brands that were very popular in 2016 but hard to find in 2017 are Cacique Mojito, Smirnoff Ice Tea and Smirnoff Guaraná, introduced by Diageo Venezuela CA to promote consumption at home before going out, and Breeze Ice, brought to Venezuela by Distribuidora Glasgow CA.
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Discover the latest market trends and uncover sources of future market growth for the RTDs/High-Strength Premixes industry in Venezuela 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.