Following the consumption of low alcohol ready to drink beverages, various alcoholic drinks companies have developed a new type of RTDs, “Hard Seltzers”, which fall under other RTDs. Cepas Argentinas, for instance, introduced Meet, a hard seltzer RTD, a combination of sparkling water and fruit juice with an alcohol content of less than 5%.
Cepas Argentinas, the clear leader of RTDs, accounting for over 70% of total volume sales, increasingly invested in product development and advertising with the launch of Bacardi RTDs in February 2021. The company, which markets and distributes Bacardi rum, identified that cocktail RTDs (spirit-based RTDs) are projected to grow at a faster rate, driven by convenience and being an ideal solution for socially distanced consumption occasions in the third wave of the COVID-19 outbreak.
Increasing competition and marketing activity was seen by Grupo Peñaflor, which leads wine-based RTDs and distributes Diageo’s portfolio since 2016. The company entered spirit-based RTDs with Smirnoff Ice at the end of 2020 as Smirnoff has had an excellent performance in vodka in Argentina.
RTDs is expected to record a double-digit volume CAGR over the forecast period. The category will see fierce competition between Cepas Argentinas, Grupo Peñaflor and the recent entrant Coca-Cola Argentina.
New brand positioning, as well the entrance of new competitors, will help to change the perception of RTDs across the forecast period. This includes several new products that were launched in 2021, many of which were hard seltzers.
RTDs became a dynamic and innovative market, buoyed by multiple new product developments by Cepas Argentinas, Grupo Peñaflor and the recent entry of Coca-Cola Argentina. As a result, a robust recovery of on-trade sales is expected over the forecast period, but it will likely be at the end of 2022 before the industry rebounds from the ongoing COVID-19 crisis.
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RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.See All of Our Definitions
This report originates from Passport, our RTDs research and analysis database.
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