RTDs are not a popular drink in Croatia 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.
RTDs accounted for only a small percentage of volume sales of alcoholic drinks in Croatia in 2021. Badel 1862 continued to be the leading player in RTDs in 2021, thanks to the popularity of its brand, Bacardi.
In a significant development in 2021, hard seltzers finally arrived in Croatia, following on from significant global success in recent years. The global rise in popularity of hard seltzers has been fuelled by a trend toward more health-conscious drinking habits and a preference for low-alcohol beverages, particularly among millennials.
RTDs will register muted volume growth over forecast period. With most consumers more focused on more traditional products such as beer, wine and rakija, it is expected that RTDs will continue to struggle to develop a sizeable base of loyal consumers, with sales remaining low.
Hard seltzers were only introduced in 2021 and are already seeing strong growth rates. This was in spite of limited promotion, due to continuing COVID-19 restrictions.
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.
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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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