While RTDs focused primarily on premiumisation as its core strategy in recent years, the evolving consumer perspective and the post-COVID-19 macroeconomic landscape present a compelling opportunity to venture beyond this approach. There is growing demand for mainstream options that not only align with the new income levels in Brazil, but also cater to the need for an “adult soft drink” with lower alcohol content compared with spirits and cocktails.
While the majority of sales of RTDs are in the off-trade, where they serve as a substitute for beer, or as a convenient ready-to-drink cocktail option, there is a significant untapped opportunity to expand the presence of RTDs in on-trade outlets such as bars and restaurants. In Brazil, on-trade establishments play a vital role in brand building for alcoholic drinks, and are considered hubs for experimentation, where consumers are more willing and open to trying a diverse range of flavours and brands.
While RTDs in Brazil may appear challenging for small new players, due to the dominance of major companies such as Arbor Brasil Indústria de Bebidas, Cia Brasileira de Bebidas, and Diageo Brasil, Xeque Mate, a Brazilian company that offers a unique blend of rum, lemon, guarana, and yerba mate, proves that there are still opportunities for success.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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