After having declined sharply in 2020 due to the prolonged closure of foodservice outlets during COVID-19 lockdowns, on-trade volume sales of RTDs rebounded at a very impressive pace in 2021 as consumers in Bosnia and Herzegovina began regularly socialising in bars/pubs, nightclubs and similar establishments once again following the rollout of vaccines and the lifting of public health restrictions. A robust economic recovery and the return of inbound tourists also contributed to the category’s rapid turnaround in this regard.
RTDs is by far the smallest of the five main alcoholic drinks categories in Bosnia and Herzegovina. It shares several characteristics with cider/perry, the second smallest of these categories, the most notable being that its core base primarily comprises mid-to-high-income young adults in urban areas.
Global giant Diageo continued to dominate RTDs in total volume sales terms in 2021 thanks to the success of Smirnoff Ice, one of the pioneering brands in this category in Bosnia and Herzegovina. Croatian company Badel 1862 finished a distant second with its Vigor brand, followed by Bacardi & Co with Bacardi Breezer.
RTDs looks set to perform well over the forecast period, with healthy growth in total volume and current value sales predicted. On-trade volume growth is expected to slow sharply in 2022 as consumption patterns stabilise with the further easing of the pandemic, but should pick up again in 2023 and remain reasonably steady thereafter thanks to rising disposable incomes, new launches and improvements in distribution.
Diageo is expected to remain the dominant player in RTDs over the forecast period. Aside from its early mover advantage, the company’s Smirnoff Ice will continue to benefit from wider distribution and higher levels of brand recognition than rivals.
While RTDs is not expected to witness significant innovation over the forecast period, some players will seek to differentiate their brands and strengthen their competitive positions via the launch of new product types and flavour variants. In particular, it is likely companies will attempt to capitalise on rising interest in wine among consumers in Bosnia and Herzegovina by introducing wine-based RTDs.
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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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