Prior to the pandemic, local consumers would visit on-trade establishments such as nightclubs, bars and restaurants and request their favourite cocktail. Following the closure of the on-trade channel for a number of months due to the restrictions implemented during the pandemic, consumers identified RTDs as an alternative to their mixology needs.
Intermittent pandemic-related lockdowns and nightly curfews during 2021 supported higher off-trade demand for RTDs in Chile, as pre-mixed drinks became a go-to choice for local consumers who were unable to leave their homes or visit on-trade due to restrictions stemming from rise cases of the virus. RTDs enable consumers to enjoy a cocktail at home without the inconvenience of actually having to prepare it.
Among companies looking to appeal to the Chilean palate, local brand Malpaso, which focuses on producing pisco, the local grape distillate, has launched a pisco-based RTD spritz canned cocktail with three flavour varieties. This line attempts to emulate popular cocktails or drinks using botanicals, such as Gin and Tonic, Ginger Lemonade and Floral Spritz.
Chilean RTDs has traditionally been propelled by pisco-based mixes such as sour cocktails. However, with the emergence of new drinks based on other spirits towards the end of review period, the category offers significant room to grow if the options available fulfil the satisfaction of local tastes.
The culture of drinking appears to be changing in Chile to some extent. There is a share of younger consumers looking to be more responsible in a move away from previous years.
Already present in major Chilean supermarkets, albeit without significant shelf space, sangria, a wine-based RTD, has also started to be offered in the canned format. While this packaging aligns well with the reopening of local society, including addressing outdoor and on-the-go consumption occasions with its hygienic and single-use format, it is not expected to change much in terms of the wine-based segment’s dynamics, which is traditionally dominated by popular, traditional brand Manquehuito.
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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.
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