In 2021, RTDs reached its highest volume sales ever. The COVID-19 crisis continued to increase demand for RTDs, which are mainly consumed at home.
The lemon sours (mix of shochu, lemon juice and carbonated water) boom, which has been ongoing for several years, continued in 2021. The boom, which started in izakaya, has now spread to the home, due to consumption at home during the pandemic.
Consumers’ tastes are shifting towards quality rather than quantity as they become more health-conscious. “Strong” products, with alcohol content in the 9% range, have traditionally been popular amongst consumers for their ease of getting drunk and good value for money, and led to the growth of RTDs over the years.
Further liquor tax revisions are scheduled for 2023 and 2026, although the tax rate for RTDs will remain unchanged until 2026. However, as the tax on new genre beer continues to rise, more beer drinkers are expected to be interested in RTDs.
The rise in health-consciousness due to COVID-19 is set to continue. In particular, the pandemic has increased the number of people who do not follow a strict diet but are somewhat health-conscious.
In addition to non-alcoholic products, new product launches of hard seltzers are expected to be active. Major domestic manufacturers such as Kirin and Asahi announced that they would launch hard seltzers in March 2022 and April 2022, respectively.
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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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