During the pandemic, there was a paradigm shift in drinking behaviour as consumers spent greater time at home. As on-trade was inaccessible for most of 2020 and some of 2021, consumers wanted to replicate the mixology experience offered by bars at home.
Bacardi-Martini, through its Bacardi Breezer range featuring low alcohol content of less than 5%, has dominated RTDs for many years and remained the leading player in 2021. With so many players extending their products to RTDs in response to greater at-home consumption, Bacardi-Martini is aware that new product development is vital to driving growth.
The drinking culture in India has changed over the years. Local consumers are no longer interested in becoming intoxicated but instead consider alcoholic drinks as a means of socialising.
The first half of 2022 witnessed multiple launches within spirit-based RTDs. Radico Khaitan launched vodka-based RTDs, while Diageo, through United Spirits, launched hard seltzers under its Smirnoff brand and other spirits-based RTD cocktails.
India does not have a uniform taxation system but a state-controlled one. In most states, alcoholic drinks are taxed at the overall volume and not the pure alcohol content, making lower abv categories, such as RTDs, inaccessible compared to other geographies.
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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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