With the forced closure of the hospitality sector in the first half of 2021, and the restriction on music/dance events remaining in effect for the rest of the year, young party-goers had to alter their habits and organise small-scale house parties instead of going out. RTDs remained a popular, convenient choice for such home parties.
Two leading breweries launched hard seltzers in Hungary by the summer of 2021. Borsodi introduced WaiMoment and Dreher came out with Viper.
The choice and sales of mixers are rapidly rising off-trade, whilst premium gin, vodka and whisky are gaining in popularity and often used as cocktail bases. The use of high-end mixers, especially for gin and tonic, is a rising trend, both on-trade and off-trade.
The introduction of two hard seltzer brands in 2021 will certainly prompt competing companies to launch similar new products by the summer of 2022, thereby increasing competition. A wide-scale presence in modern grocery channels and also being present in coolers of tobacco stores is key to success, therefore it is expected that only larger breweries or country-wide distributors will be able to introduce new brands.
The Hungarian market is open to new products, and consumers who prefer lighter, fruity mixed drinks are ready to taste the latest flavours. All-natural, low-calorie and low-alcohol beverages could stand out and expand the consumer base of spirit-based RTDs as such drinks are still rare in Hungary, whilst demand for health-conscious but enjoyable drinks will expand.
RTDs are usually purchased off-trade in Hungary, therefore on-trade’s recovery might weaken the sales momentum off-trade, but overall it will support growth of the category. Spirit-based RTDs, most importantly Bacardi Breezer, are often consumed in clubs and pubs, therefore the full reopening of the hospitality sector and the return of large music festivals will boost on-trade sales of RTDs over the forecast period.
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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 Definitions
This report originates from Passport, our RTDs research and analysis database.
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