RTDs was not in a strong position even before the outbreak of COVID-19 and things only got tougher for producers of RTDs in 2020. Firstly, RTDs are generally considered as something to be consumed at parties, festivals, and other social events, most of which were put on hold during 2020 to COVID-19 restrictions.
Hard seltzers seem to fare well in France. The drink first appeared in the US in 2016 and enjoyed a peak in popularity around 2018-2019.
Despite the nascent growth of hard seltzers, RTDs in France is dominated by spritz, a spirit-based product, and sangria, a wine-based drink. The French are accustomed to drinking sangria during barbecues, home parties and on terraces in the summer, and with lockdown restrictions gradually lifted toward the summer months, demand increased.
As cafés/bars reopened and consumers were able to socialise again this provided a temporary boost to sales of spirit-based RTDs; however, this not expected to be enough to prevent the category from posting further losses over the forecast period. The introduction of new taxes has pushed the price of these products up making them less attractive to consumers, many of whom were already drifting away to other alternative drinks options anyway.
In contrast to spirit-based RTDs, wine-based RTDs is expected to benefit from the growing demand for sangria. Healthy growth is projected for the forecast period, although consumption will remain dependent on the weather.
While sangria is likely to remain the growth driver of wine-based RTDs, there is seeming potential in hard seltzers as a possible growth driver for spirit-based RTDs. Despite the idea of water with added alcohol being a hard to fathom concept, hard seltzers are scoring a hit in the US and made a promising start in retailers such as Le Bon Marché, Carrefour (Snow Melt), Monoprix and wine cellars toward the end of the review period.
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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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