Competitive Landscape
Coca-Cola Reshapes Competitive Dynamics as Bacardi Loses Ground
The competitive environment for RTDs is becoming increasingly fragmented, following a period of steady concentration by global spirits groups. Bacardi Martini Belgium, which previously led with 35% share in 2020, has seen its share decline sharply to 23% by 2025.
Local Distillers and New Launches Diversify Consumer Choices
Alongside the shifting shares of international groups, local and regional players are capitalising on the momentum within RTDs by introducing niche products and leveraging strong retail and convenience store footprints. Notable examples include Woodberries Monkey Mule, developed by Rademakers Distillery, which combines a fruity base with sparkling ginger beer and has achieved national distribution in selected supermarkets and convenience stores.
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Overview:
Understand the latest market trends and future growth opportunities for the RTDs industry in Belgium 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 Belgium, 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 Belgium 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 Belgium?
- 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 Belgium?
- How are products distributed in Belgium?
- 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 Belgium - Category analysis
Key Data Insights
Rtds Summary
Funkin and Nona Spritz Broaden Consumer Reach with Innovation
Spirit-Based Rtds Maintain Lead as Non-Alcoholic Rtds Surge
Festivals Create New Consumption Moments for Rtds
Colruyt and Local Brands Fuel Expansion through Flavour Innovation
Retailers and Event Organisers Drive Growth as Regulations Shape Channels
Coca-Cola Reshapes Competitive Dynamics as Bacardi Loses Ground
Local Distillers and New Launches Diversify Consumer Choices
Convenience Stores and Night Shops Drive Impulse Purchases and Shelf Expansion
Convenience-Led Formats Limit E-Commerce Role as Physical Outlets Gain Priority
Alcoholic Drinks in Belgium - Industry Overview
2025 Developments
Key Data Insights
Beer Brands Expand Non-Alcoholic and Low Alcohol Launches to Retain Health-Conscious Consumers
Rtd Innovators Drive Volume Gains as Traditional Drinks Decline
Delta Zero and Tout Bien 0.0 Spark No and Low Alcohol Momentum among "Flexibuveurs"
Consumers Prioritise Moderation and Flavour as Beer Volumes Decline
Convenience and Smaller Formats Reshape Purchasing and Packaging Choices
Coca-Cola Bridges Rtds with Strategic Partnerships
Retailers and Rtd Innovators Capture Value From Shifting Habits
Supermarkets Drive Beer and Wine Sales through Promotions and Range
Convenience Stores and Night Shops Capture Demand for Proximity and Immediacy
Digital Discovery and Craft Beer Innovation Expand Online Engagement
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
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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