RTDs is one of the most innovative categories within alcoholic drinks with a wide range of flavours, presentations and concepts. Moving forward, RTDs are expected to gain further space and visibility in the modern channel, which will spearhead growth in the forecast period.
In the traditional channel, Azende Corp Cía Ltda has a wide distribution network that allows it to supply the vast number of independent stores in Ecuador. The presence of RTDs in this channel is particularly important for these brands as they typically appeal to a younger demographic on low and middle incomes that frequently visits the traditional channel.
Although the trend towards leading a healthier life is gaining importance in Ecuador, it is still quite limited across the population at large. RTDs are a lower alcohol product, but the consumption of RTDs among younger consumers is primarily led by a desire for cheap and tasty drinks, as opposed to the desire to reduce alcohol intake.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Ecuador with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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RTDs
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 DefinitionsThis report originates from Passport, our RTDs research and analysis database.
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