RTDs suffered heavy losses in total volume terms in 2020 due to the government’s measures to contain COVID-19 which put a significant dent in on-trade sales of these products as consumers remained at home. Despite restrictions being eased from spring 2021 the category is losing the interest of both manufacturers and consumers, with sales of RTDs seeing only a partial recovery in on-trade volume terms while off-trade volume sales posted a small decline.
Spirit-based RTDs mainly try to imitate the most popular recipes of regular cocktails. As a result, various gin and tonic and whiskey cola options are offered by the major players.
Wine-based cocktails often imitate other sparkling wine and tend to attract the most price sensitive consumers. However, as consumers become more sophisticated wine drinkers they are losing interest in these products.
Category maturity and sluggish volume growth prospects are likely to deter new players from entering RTDs over the forecast period. Nonetheless, established manufacturers should continue to update and expand their ranges in an effort to maintain consumer interest in their brands.
On-trade volume sales of RTDs are expected to continue their recovery in 2022 as Estonians start to frequent bars and nightclubs more frequently again. The resumption of economic activities and the return of inbound tourists should also support a strong recovery in on-trade demand.
Alcohol-free RTDs are expected to start appearing in the market over the forecast period in response to the burgeoning health and wellness trend as players look to mirror the success of non alcoholic beer. Mocktails have started to find success through the on-trade as consumers look for more interesting drinks options to cola carbonates and other soft drinks, and the arrival of non-alcoholic or lower alcohol RTDs could benefit from this trend.
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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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