Competitive Landscape
Aldi Einkauf Comes under Pressure From Innovation-Driving Competitors
RTDs in Germany showed moderate concentration, with the top player, Aldi Einkauf, holding a 14% share of total volume sales in 2025, followed very closely by Brown-Forman Deutschland. The remaining shares were distributed across a wide field, with the third-ranked company, Rotkäppchen-Mumm, accounting for a 7% share.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the RTDs industry in Germany 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 Germany, 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 Germany 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 Germany?
- 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 Germany?
- How are products distributed in Germany?
- 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 Germany - Category analysis
Key Data Insights
Rtds Summary
Rtds Gains Momentum through New Product Developments
Spirit-Based Recipes Drive Rapid Gains in Volume and Value Sales
Non Alcoholic Rtds Cater to Mindful Drinking and Broaden Usage Occasions
Spirit-Based Rtds Meet Diverse Consumer Preferences
Brands Innovate with Caffeine and Flavour Diversity to Appeal to Young Adults
Cobranding and Diversification Reshape Competitive Dynamics and Growth Opportunities
Aldi Einkauf Comes under Pressure From Innovation-Driving Competitors
Supermarkets Lead Off-Trade Distribution While Discounters Gain Momentum
Players Attract New Consumers with Energy-Boosting and Flavour Innovations
Innovations Cater to Moderation and Consumption Trends
Innovation Impacts Company and Retail Performances
Alcoholic Drinks in Germany - Industry Overview
2025 Developments
Key Data Insights
Declining Volumes Contrast with More Stable Value Sales Amid Changing Consumption Trends
Beer Dominates Volume Despite the Moderation Trend, While Rtds Surge on Innovation
Kolonne Null’S Super Premium Non Alcoholic Wine Exemplifies Nolo Revolution
Consumers Embrace Moderation, While Value Sales Are Resilient Despite a Subdued Economy
Brands Leverage Flavour, Energy Boost and Nolo Innovation to Engage Consumers
Rtds to Continue to Leverage Innovation to Drive Growth
Radeberger Gruppe Leverages a Broad Portfolio to Retain the Lead in a Fragmented Competitive Landscape
Discounters Win through Aggressive Pricing, While E-Commerce Makes Gradual Gains
On-Trade Struggles Amid Outlet Closures While Fine Weather Supports Seasonal Beer, Rtds and Cider Sales
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Health Awareness Drives Growth of Nolo Products
Partnerships with Soft Drinks Firms Fuel Innovation and Variety
Innovation Reshapes Consumer Targeting and Market Dynamics
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.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!