Competitive Landscape
Arada Continues to Exploit the First-Mover Advantage
RTDs in Ethiopia in 2025 remained highly concentrated, particularly within the seltzer space, where Arada by Komari Beverage maintained a clear lead. This concentration is reinforced by Arada’s first-mover advantage, having been the inaugural seltzer product introduced to Ethiopian consumers.
Awash Wine Acquisition and New Brands Reshape Competitive Dynamics
In 2025, a major development was the acquisition of Komari Beverage, producer of the leading Arada brand, by Awash Wine, Ethiopia’s oldest wine producer. This transaction replaces a previously agreed takeover by Heineken, which was abandoned due to the impact of recent foreign exchange reforms and currency depreciation that complicated cross-currency valuation.
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Overview:
Understand the latest market trends and future growth opportunities for the RTDs industry in Ethiopia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the RTDs industry in Ethiopia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The RTDs in Ethiopia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of RTDs in Ethiopia?
- Where is consumer demand for RTDs focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Ethiopia?
- How are products distributed in Ethiopia?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- Where is future growth expected to be most dynamic?
Rtds in Ethiopia - Category analysis
Rtds Summary
Price Remains a Challenge to Rtds' Take-Off
Hard Seltzers Capture Attention with Multi-Flavour Innovation
Young Adults Embrace Hard Seltzers as Producers Explore Untapped Opportunities
Government Duties and Advertising Bans Hinder New Brand Launches
Arada Continues to Exploit the First-Mover Advantage
Awash Wine Acquisition and New Brands Reshape Competitive Dynamics
Supermarkets Capture Off-Trade Sales as Bars Drive On-Trade Occasions
Grocery Stores Sustain Trend-Driven Rtds Demand with Holiday Peaks
Low E-Commerce Adoption Leaves Online Rtds Sales Insignificant
Alcoholic Drinks in Ethiopia - Industry Overview
2025 Developments
Key Data Insights
Habesha Breweries Pivots between Premium and Economy Beer as Price-Sensitivity Drives Choices
Bedele Special Wins Value for Money Buyers by Offering More Volume for Minimal Extra Cost
Traditional Spirits Gain Momentum as Price Hikes Shift Urban Preferences
Players Adapt to Changing Economic Conditions
Strong but Different Players in Each Category
Awash Wine Moves into Rtds through Komari Beverage Acquisition
The Off-Trade Channel Continues to Gain Momentum as Home Consumption Rises
E-Commerce Expands as More Consumers Seek Convenience Online
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Country Reports Disclaimer
The following categories and subcategories are included:
RTDs
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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 definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our RTDs research and analysis database.
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