A raft of new product launches, combined with on-trade recovery resulted in dramatic RTD volume growth in 2021. Many consumers started to enjoy having a light drink at night during the pandemic and this has attracted a number of new brands into RTDs keen to capitalise on this trend.
The trend of drinking and making cocktails at home took off during the pandemic. RTD cocktails have experienced strong growth alongside this DIY trend, as it is easier and more convenient to buy a ready-made cocktail than it is to create your own.
In 2021, Tempo Beer Industries Ltd remained the leading name in RTDs via its flagship brand Bacardi Breezer. Bacardi Breezer continues to dominate sales in spirit-based RTDs, launching new flavour variants such as Apple to stimulate demand followed by Israel Beer Breweries Ltd with Smirnoff Ice, another spirit-based RTD.
The RTD category faces very strong growth prospects in volume and value terms in the forthcoming years.
In November 2021, Tempo launched the first hard seltzer into the market, Bacardi Breezer Seltzer targeting more health-conscious consumers who enjoy a nice drink but prefer not to consume the high-calorie and sugar content. There are currently two flavours available, lemon & lime and lime & raspberry.
Two notable brand launches were observed in 2021, namely a new Mojito form Bacardi as we all as Bombay Gin & Tonic. Both brands were launched in a can format, moving away from the traditional glass bottle packaging.
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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 DefinitionsThis report originates from Passport, our RTDs research and analysis database.
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