In 2021, RTDs enjoyed strong double-digit total volume growth, buoyed by at-home consumption and new launches. RTDs in Australia were somewhat shielded from the lockdown effect as these drinks are mostly sold off-trade.
The better-for-you trend continues to gain traction in Australia, as consumers increasingly become concerned about health and wellness. Brands have been aligning their new product launches to meet these trends.
Vodka Cruiser (Asahi Premium Beverages) continued to move up the rankings within spirit-based RTDs in 2021, gaining notable share gain and recording dynamic double-digit volume growth. The brand continues to benefit from growing demand for RTDs based on vodka and gin, as well as consumers’ willingness to explore new and exotic flavours.
In 2021, hard seltzers, included in other RTDs, recorded the highest total volume growth within the overall category in Australia, having been virtually unaffected by the pandemic. Compared with most RTDs, these products are more in line with the prevailing industry trends as they address demand for lower sugar and lower carbohydrate content, in addition to different flavour combinations.
With an influx of new brands and product launches, brands will look to modernise their packaging or upgrade their appearance. In 2022, Mandatory Spirit Co launched its pre-mixed cocktails in a box format.
New product launches will continue to deliver innovation over the forecast period. In 2022, Idle Hour launched its flavoured vodka RTD range, which blends its rye vodka with soda water and local flavours.
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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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