On-trade volume sales of RTDs declined by 33% in 2020 due to the impact of COVID-19. Meanwhile, off-trade volume sales of RTDs recorded a 4% rise, compared to an off-trade volume decline of 1% the previous year.
In 2020, hard seltzer products arrived on the Belgian market. Hivy and Nysa,100% Belgian brands, are the two first hard seltzer brands in Belgium, which were launched by a Belgian entrepreneur in July 2020.
Bacardi Martini Belgium SA continued to lead RTDs in 2020, thanks to its expansive portfolio of offerings or Bacardi-based, Eristoff-based, Jack Daniel’s-based, and Bombay Sapphire-based drinks. Spirits player Pernod Ricard Belgium, not yet present in RTDs, also launched a flavoured RDT vodka, Absolut Mixt, in 2019.
Extended lockdown measures and COVID-19 concerns continue to impact on-trade sales into 2021, making recovery slow for venues and foodservice outlets. Therefore, there is set to be a gradual recovery across the early forecast period, with growth in 2021 followed by ongoing volume growth seen across the coming years, before a slight dip in 2025.
Following the uplift in growth in 2020, off-trade volume growth will be lower in 2021 but still positive, driven by other RTDs, such as hard seltzer. Competition from on-trade venues opening is set to damage sales across the coming years, and wine-based RTDs will record an ongoing decline, as they struggle against the competition from wine, easily available at appealing price-points from retailers.
Over the forecast period, the primary opportunities in RTDs lie in low- and no-alcohol variants, such as mocktails and hard seltzer, and gin-based cocktails, with English gin being a growing trend. Developments in such areas, plus a better-quality image overall, are the drivers which will assist ongoing growth over the forecast period.
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This report originates from Passport, our RTDs research and analysis database.
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