Due to a waning interest for planteur (Planter’s Punch), mojito, caipirinha, vodka orange, and gin fizz, for example, along with the disastrous effect of the first RTD tax a few years ago, spirit-based RTDs was already a waning category before the pandemic. Another tax increase in 2020 resulted in a strong price increase and a consumer disaffection for spirit-based RTDs.
Another threat for the niche of hard seltzers could be the settlement of other high taxes. Local authorities often focus on alcoholic drinks with a too-seductive marketing approach that often manage to recruit young consumers.
In a cross-category trend, it is likely that players will launch original flavours in hard seltzers over the forecast period. For example, in 2022, the French rapper SCH associated with a company called Le Syndicat for the launch of a hard seltzer with cognac and with rose and galanga flavours – Féfé x 19 Fine à l’Eau, targeted in the style of a hard seltzer brand which would otherwise struggle to reach the young adult consumer base without this celebrity endorsement.
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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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