In 2021, with society gradually opening up, and in particular the on-trade channel seeing increasing footfall, RTDs registered a very healthy increase in volume sales. All the same, with the pandemic still lingering, volume sales were still significantly lower than before the onset of COVID-19.
The local brand, Cuba Libre, distributed by Opal, continued to dominate RTDs in total volume terms in 2021. It has a strong distribution strategy which covers not only Cuba Libre, but also whiskies, Johnny Walker and Old Parr, as well as the rum, Zacapa, amongst several others.
In a new product launch specifically targeted at local consumers, the winery Bodega Cruce del Zorro launched a premium Singani-based RTD called Mr. Flay, which is based on the local cocktail Chufly, which is a combination of Singani and ginger ale.
RTDs will register health volume growth, though from a relatively small base. As foodservice establishments and nightlife venues resume to more normal activity levels, volume sales of RTDs in on-trade are expected to benefit, leading to high growth The off-trade channel will be driven by a desire for convenience, with canned RTDs gaining further penetration.
With young adults of legal drinking age remaining the key target group for RTDs brands, product innovation will continue to be a central focus of the development strategies of players over the forecast period. This consumer group is highly fashion- and brand-conscious and is more open to experimentation with novel products and flavours than older consumers.
Given the relatively low purchasing power of its core consumer base, RTDs is set to continue to be strongly focused on low-priced products and aggressive promotional activity during the forecast period. Therefore, even as players invest in innovation, they will need to ensure that their new products are competitively priced.
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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 DefinitionsThis report originates from Passport, our RTDs research and analysis database.
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