Home consumption of RTDs continued to benefit in the second year of the pandemic in 2021 when consumers enjoyed the convenience of pre-mixes such as Jack Daniel's & Cola or Captain Morgan & Cola or tried out flavours such as Eristoff Red or Eristoff Black for mixing drinks at home when bars were closed. Overall volume sales were ultimately again shaped by fluctuating on-trade sales due to COVID-19 restrictions and measures.
RTDs are not traditionally an on-trade drink so wine-based RTDs was not affected by the difficult situation in horeca and registered a boost in off-trade volume sales from home seclusion. Wine RTDs helped meet demand for light alcohol.
Hard Seltzer is represented by the other RTDs category and has grown in Austria following the launch of the Topo Chico brand from Coca Cola in autumn 2020. The first Hard Seltzer was Flywa from the domestic start-up Flying Spirits Distillery GmbH which had established a presence through the leading grocery retailer Spar already in August 2020.
RTD volume sales are expected to see good growth in the forecast period helped by the recovery of horeca as pandemic-related measures are fully relaxed early in the forecast period. Contrary to the trend earlier in the review period, consumers have learned to appreciate the convenience of RTDs again.
The great uncertainty in this category stems from Hard Seltzer. Starting from a low base and driven by a high number of new entrants, the new category is likely to see dynamic volume growth in the forecast period.
Wine-based RTDs will benefit from its rising popularity among women and a solid stream of new flavours and innovations in the forecast period creating solid volume growth. However, sales are likely to drop significantly in 2022 as horeca makes a strong recovery.
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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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