Competitive Landscape
Guinness Ghana Strengthens Leadership as Local Brands Widen Reach
The RTDs space remains highly concentrated, with Guinness Ghana Breweries consolidating its lead in 2025. The company’s dominance is supported by its flagship RTDs brand, Smirnoff Ice, which saw significant growth through campaigns and packaging innovations that targeted urban, experience-oriented consumers.
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Overview:
Understand the latest market trends and future growth opportunities for the RTDs industry in Ghana 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 Ghana, 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 Ghana 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 Ghana?
- 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 Ghana?
- How are products distributed in Ghana?
- 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?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Rtds in Ghana - Category analysis
Key Data Insights
Rtds Summary
Smirnoff Ice Leverages Lifestyle Campaigns to Fuel Premium Growth
Spirit-Based Launches Capture Urban Young Adults through Flavour Innovation
Brutal Fruit and Smirnoff Ice Set the Pace for Experiential Drinking
Urban Young Adults Drive Flavour Innovation as Value Options Maintain Relevance
Local Flavour Storytelling and Regulatory Compliance Build Brand Loyalty
Guinness Ghana Strengthens Leadership as Local Brands Widen Reach
Hypermarkets and Bars Drive Brand Visibility and Premium Engagement
Digital Campaigns Boost Online Appeal among Urban Youth
Alcoholic Drinks in Ghana - Industry Overview
2025 Developments
Key Data Insights
Guinness Ghana Breweries Expands Flavour Choices to Strengthen Brand Loyalty
Beer Leads Volumes as Spirits and Rtds Drive Value Gains
Republic Bar & Grill’S Heritage Launch Sparks Premium Innovation
Republic Bar & Grill Leverages Heritage to Boost Emotional Loyalty
Digital Platforms and Urban Bars Attract Affluent Younger Adult Drinkers
Accra Brewery Retains Lead While Castel Takeover Accelerates Guinness Ghana Breweries' Growth
Carrefour Replaces Shoprite and Modernises Supermarket Alcohol Retail
E-Commerce Platforms Expand Reach for Premium and Niche Drinks
On-Trade Venues Attract Premium Brands with Experiential Activations
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Opening Hours
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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