Competitive Landscape
Bacardi-Martini Adapts Packaging but Faces Mounting Competition
RTDs in Austria displays a concentrated structure, with Bacardi-Martini Austria GmbH holding the leading position by a significant margin in 2025, accounting for 50% of total volume. However, the category became gradually less concentrated over the period from 2020 to 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the RTDs industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the RTDs industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The RTDs in Austria report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of RTDs in Austria?
- Where is consumer demand for RTDs focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Austria?
- How are products distributed in Austria?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Rtds in Austria - Category analysis
Key Data Insights
Rtds Summary
Brau-Union’S Wine-Based Launch Drives New Consumption Occasions
Spar Leverages Budget Branding to Expand Vodka-Energy Reach
Höllinger’S Non Alcoholic Range Taps into Moderation Trends
Younger Adult Consumers Embrace Lighter Drinks as Alcohol Moderation Rises
Spirit-Based Drinks Maintain Lead as On-Trade Innovation Expands
Non Alcoholic Launches Attract Trial but Face Loyalty Challenges
Bacardi-Martini Adapts Packaging but Faces Mounting Competition
Supermarkets Retains Dominance as Discounters and Hypermarkets Gain Ground
Major Retailers Streamline E-Commerce as Impulse Drives Offline Purchases
Discounter Players Expand Branded and Private Label Rtds for Value-Seekers
Alcoholic Drinks in Austria - Industry Overview
2025 Developments
Key Data Insights
Shifting Drinking Habits among Younger Demographic
Stibitzer’S Expansion Demonstrates Rtds’ Appeal as Beer Leads in Scale but Not Growth
Höllinger’S Non Alcoholic Launches Reflect Demand for Moderation and New Experiences
Younger Adults Drive Moderation as Rtds Gain Favour
Producers Expand Non Alcoholic Lines to Counter Falling Demand
Sluggish Gdp Growth Limits Rebound While Lighter Drinks Gain Ground
Brau-Union’S Shrinking Lead Highlights Shift to Local Brewers
Discounter Players Expand Beer Range as Deposit Law Reshapes Retail
Grocery Retailers Cut Online Sales as Costs Rise and Margins Fall
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Taxation and Duty Levies
Country Reports Disclaimer
The following categories and subcategories are included:
RTDs
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
RTDs
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 definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our RTDs research and analysis database.
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