The Coca-Cola Co and Brown-Forman entered an agreement to offer a co-branded RTDs range bearing the Jack Daniel’s and the Coca-Cola brands, marking the latter brand’s entry into RTDs. Following its launch in Mexico in November 2022, its debut in European markets is planned in 2023, including a regular and a zero-sugar variant.
RTDs are expected to be increasingly positioned as drinks that provide an energy boost, with new recipes likely to be offered. For instance, Henkell & Co Sektkellerei responded to the growing demand for RTDs with this product attribute with the early 2023 launch of an extension of its vodka-based RTDs brand under the name Gorbatschow Energy.
Tea is expected to increasingly be used as an ingredient targeting refreshing consumption, with recipes typically containing lower sugar content than those based on cola or fruit flavours. In spring 2022, MBG International Premium Brands launched the Summer Edition of its ThreeSixty vodka-based RTD brand, available in three flavours – ice tea lemon, ice tea peach, and ice tea watermelon.
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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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