Spirit-based RTDs will continue to make up the bulk of RTD sales in Denmark over the forecast period. However, as the category becomes increasingly mature, growth rates are likely to get smaller, and other categories will spark consumer interest and demand.
While non-alcoholic beer has become popular in Denmark and is set to post strong growth and new product launches over the forecast period, non-alcoholic RTD sales remain minimal. As the demand for non-alcoholic beverages increases, fuelled by the health and wellness trend, it is expected that non-alcoholic RTD will see some benefit from this over the forecast period.
Product innovation, including from craft and premium RTDs, is expected to drive growth in the category over the forecast period as Danish consumers increasingly want to try new products and demand more. It is likely that the number of craft manufacturers and products available will also increase in a similar way to what was seen in craft beer over the review period.
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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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