Rtds in India

PRE-COVID-19 PERFORMANCE

Urban millennials help drive sales of RTDs

Despite a slowdown in total volume growth in comparison to the early years of the review period, the category continued to perform well in 2019. It particularly appeals to millennials who enjoy socialising over a drink and who are not seeking to drink to become inebriated.

Spirit-based RTDs remain prevalent with plans for wine-based offers in the future

Spirit-based RTDs benefit from being perceived as a lighter option than stronger spirit-based drinks. Moreover, with spirit-based RTDs continuing to account for the main offer within the category, new varieties of RTDs, such as those including vodka as a base, continued to gain in popularity in India.

Bacardi-Martini retains dominance of RTDs

Bacardi-Martini continued to dominate RTDs in 2019, due to the ongoing popularity of its leading Bacardi Breezer brand, which enjoys strong distribution and is considered synonymous with the category. The brand was particularly popular in the country’s largest cities.

2020 AND BEYOND

COVID-19 impact

On-trade volume sales of RTDs are expected to fall by 39% in 2020 in light of the impact of COVID-19. This compares to an expected 10% rise forecast for 2020 during research conducted in May 2019, ie before the spread of COVID-19.

Affected products within RTDs

Spirit-based RTDs remained the only category in RTDs in 2020. Manufacturing ceased, leading to supply issues while the ban on sales via both the on- and off-trade temporarily decimated sales of this category during lockdown, sales of which were low prior to the onset of the virus.

Recovery and opportunities

By 8 June 2020, when many public places were allowed to reopen, bars and pubs remained shut. Moreover, even when these outlets are allowed to re-open, consumers are likely to remain sceptical about visiting them as such outings generally involves close interactions with strangers.

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