On-trade volume sales of RTDs fell by 52% in 2020 in light of the impact of COVID-19. Off-trade volume sales of RTDs, meanwhile, declined by 41% in 2020 due to COVID-19’s impact.
Sales of RTDs are limited to spirit-based RTDs and wine-based RTDs, with spirit-based RTDs heavily dominant. Both of these product areas experienced strong double-digit sales declines over the course of 2020 due to plummeting demand through the on-trade throughout the year, while demand through the off-trade declined as consumers prefer to mix their own drinks.
Spirit-based RTDs continue to account for the bulk of total volume sales of RTDs in Bulgaria, with wine-based RTDs accounting for all of the remaining sales. Among the main reasons for the strong position of spirit-based RTD’s is the strong profile of the two leading brands in spirit-based RTD’s, Bacardi by Sofstok Ltd OOD and Smirnoff by Avendi OOD.
RTDs is a product area that was registering very moderate sales growth prior to the onset of COVID-19 and on-trade volume growth rates are expected to return to moderately positive territory by 2021. However, off-trade sales are expected to continue declining throughout the forecast period as many Bulgarians are losing interest in RTDs and turning instead to a wider range of mixed drinks, beer and wine.
RTDs remains a small product area in Bulgaria, with demand constrained by the general consumer preference for more traditional types of alcoholic drinks. Bulgarians in general continue to prefer pure and traditional alcoholic drinks, especially spirits and premixed alcoholic beverages, especially those with fruit flavours, are not considered appealing among most local drinkers.
Wine-based RTDs is a far less developed product area than spirit-based RTDs and one which is recording more dynamic growth than spirit-based RTDs as it is rising from a low sales base. Moreover, new launches and wider availability towards the end of the review period spurred consumer interest in the product area.
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This report originates from Passport, our RTDs research and analysis database.
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