Volume sales of RTDs are set to stagnate during the forecast period, as consumers show a renewed preference for freshly made cocktails, rather than ready-prepared versions, as bars and restaurants return to normal trading activities. However, this may be partially offset by the revival of festivals and other outdoor events, which have been good sales channels for RTDs in the past.
Hard Seltzers have existed in Ireland for several years, with Irish brand Loki & Co quickly picking up on the category’s growth in the US and launching their own line of seltzers in 2017, marketed as ‘Europe’s original seltzer’. International brands are now getting in on the action, with the leading American brand White Claw launching in Ireland in 2020.
As in most categories of alcoholic drinks, RTDs has also seen the arrival of non-alcoholic alternatives as the health and wellness trend becomes an increasingly important driver for consumers. For those looking to cut down their alcohol intake, non-alcoholic drinks can offer the same experience without the health repercussions.
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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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