RTDs recorded double-digit growth in 2021 as on-trade sales recovered with the lifting of COVID-19 restrictions on on-trade outlets in the year. The category also benefited from the introduction of new products and flavours, which increased the product choice for consumers.
Gin-based RTDs, represented by the Butler’s brand, continued to grow and gain stronger popularity within the category in 2021. With multiple introductions of products with a higher alcohol content and a variety of sizes, the brand gained market share in the year, especially following the introduction of the XXX 20% bottle.
Domestically manufactured products were the only RTDs available in Egypt in 2021, with no imported varieties in either on-trade or off-trade channels. This principally reflected the high levies imposed on imported alcohol products and the challenges of competing with the country’s established domestic brands.
RTDs is expected to record further growth over the course of the forecast period, in both the on- and off-trade channels. The lifting of COVID-19 restrictions will continue to benefit on-trade sales, and stronger innovation in terms of new flavours and variants will drive sales in both foodservice and retail establishments going forward.
Over the forecast period, the market for alcoholic RTD beverages is also expected to benefit from the growing culture of consuming RTD products in general in Egypt, especially when they are offered at an attractive price. Over the coming years, consumer interest and sales will be boosted by the increased shelf space in stores, as well as greater availability online.
Social media marketing, often via Facebook and Instagram, will continue to be important amongst manufacturers as a means of promoting their brands in the context of government restrictions on marketing activity. Al Ahram Beverages, for example, continues to make extensive use of social media when launching new products and flavours, notably in support of its ID Edge brand.
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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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