RTDs have a strong appeal among younger generations who want to try alcoholic drinks that often combine sweet flavours in a convenient format. After declining for most of the review period, volume sales of RTDs received a welcome boost in 2021 as the on-trade reopened and socialising returned for some of the year.
Hard seltzers have appeared in many developed countries, aligning with the growing health and wellness trend, offering a sparkling water product, often fruit flavoured with a lower alcohol content. In 2021, several leading beverage manufactures launched hard seltzers into the RTD category supported by heavy marketing investments.
Rising concerns surrounding health and wellness is driving growth of non-alcoholic RTDs. In 2021, there were launches from Martini with a non-alcoholic Martini-Tonic.
RTDs faces promising growth with steady volume sales expected in both the off-trade and on-trade over the forecast period. Indeed, the need for convenience is guaranteeing the success of RTDs.
There is considerable uncertainty regarding hard seltzer in Belgium, since consumers do not really like the tastes. However, with so many brands invested in this category from small and large players, it is unlikely they will walk away from this category.
Over the forecast period, the primary opportunities in RTDs lie in low- and no-alcohol variants, such as mocktails 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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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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