RTDs are not a popular drink in Bulgaria and prior to the pandemic were mainly consumed through the on-trade channel. As a result, RTDs suffered a severe slump in volume sales in 2020, during COVID-19 restrictions.
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.
In a significant development in 2021, hard seltzers finally arrived in Bulgaria, following on from significant global success in recent years. Looking to capitalise on this success, Kamenitza Bulgaria launched the WAI Moment brand.
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.
RTDs will see greater demand for healthier options, with lower ABV, such as newly arrived hard seltzers. There will also be a focus on natural ingredients, unique flavours, low sugar content and recyclable packaging.
There are potential headwinds on the horizon. Price rises were significant in 2021 and if this continues over the forecast period, as pressures such as rising global energy prices and continuing global supply constraints feeds into further price rises, this will dampen volume demand.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the RTDs industry in Bulgaria 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 Bulgaria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
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 Definitions
This report originates from Passport, our RTDs research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!