Competitive Landscape
Jannec Holds Lead as New Entrants and Launches Disrupt the Competitive Landscape
RTDs in Greece experienced disruptions and strong movements in the competitive landscape in the review period Jannec led with a total volume share of 38% in 2025, up from 6% in 2020 and 37% in 2024, followed by Diageo Hellas (30%), down from 56% in 2020 and 32% in 2024. As a result, Jannec gained the leading position in 2024 and reinforced it in 2025.
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Overview:
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.
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 Greece, 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 Greece 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 Greece?
- 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 Greece?
- How are products distributed in Greece?
- 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 Greece - Category analysis
Key Data Insights
Rtds Summary
Localisation and Flavour Innovation Push Rtds
Nolo Trend Accelerates While Wine-Based Options Lose Ground
Aperol Spritz's Momentum Drives Shift to Off-Trade Formats
Mindful Drinking Trend Boosts Non Alcoholic Rtds' Variety and Availability
Jannec Holds Lead as New Entrants and Launches Disrupt the Competitive Landscape
Supermarkets Maintain Dominance, but Impulse Buying Favours Smaller Grocery Formats
Alcoholic Drinks in Greece - Industry Overview
2025 Developments
Key Data Insights
Karoulias Leverages Localisation and Heritage Appeal to Push Rtds
Key Players Expand Their Offerings for Mindful Consumers
Struggles to Continue for Traditional Alcoholic Drinks Categories
Rtds to Continue to Stimulate Growth in Alcoholic Drinks
Athenian Brewery Remains the Leader Despite Growing Competition
Supermarkets Expand Shelf Space to Take Retail Volume Share From Specialist Retailers
Retail E-Commerce Remains an Underdeveloped Format in Alcoholic Drinks
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
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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