A decline in the consumption of RTDs is expected in both the on- and off-trade channel in 2023. This forecast is based on the strong pressure on disposable incomes becoming an obstacle to at-home consumption.
The category’s performance is also predicted to be hindered by the anticipated slowdown in the growth in inbound arrivals in 2023, compared with 2022. Some experts expect Europe to enter a new economic recession, underpinned by an energy crisis and inflationary pressure on food and transportation prices, etc.
As product variety and the availability of RTDs increased during the review period, consumer awareness was on the rise. Key launches like RTD Aperol Spritz by Coca-Cola Hellenic Bottling Co, at the end of the review period, and Athenian Brewery’s introduction of RTD premixes of signature drinks like Bombay Sapphire & Tonic and Bacardi & Cola attracted new consumers.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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