Competitive Landscape
Bacardi Breezer Faces Rising Pressure as Boutique Brands Gain Ground
RTDs in India have shifted from a highly concentrated environment towards increasing fragmentation over the review period, as evidenced by changes in volume share. Bacardi-Martini India Ltd, anchored by Bacardi Breezer, held an 82% share in 2020, but this figure declined to 60% by 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the RTDs industry in India 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 India, 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 India 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 India?
- 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 India?
- How are products distributed in India?
- 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?
- Where is future growth expected to be most dynamic?
Rtds in India - Category analysis
Key Data Insights
Rtds Summary
Bacardi Breezer Sustains Lead as New Entrants and Flavours Accelerate Growth
Talli Tales Redefines Expectations as Premiumisation Reshapes Perceptions
Millennials and Gen Z Drive Surging Demand for Convenient, Flavourful Options
Premium Entrants Accelerate Everyday Appeal through Innovation and Wellness
State Tax Complexity Slows Rollout as Digital Licensing Gains Traction
Bacardi Breezer Faces Rising Pressure as Boutique Brands Gain Ground
Licensed Shops and Supermarkets Anchor Retail as E-Commerce Lags
Alcoholic Drinks in India - Industry Overview
2025 Developments
Key Data Insights
Market Polarisation Drives Premiumisation and Value Growth
Spirits Anchor Volume as Whisky Leads Consumption and Rtds Register Dynamic Growth
Beer and Spirits Brands Expand Flavour Innovation to Attract Urban Youth
Younger Consumers Accelerate Premium Spirits Growth as Incomes Rise
Retail Expansion and State Reforms Boost Accessibility and Value
Diageo Expands with Craft Gin Acquisition as Challenger Brands Gain Ground
Organised Retail Expands as Liquor Shops Maintain Dominance
E-Commerce Remains Fragmented as Offline Retail Dominates
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
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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