RTDs is the smallest alcoholic drinks category by volume sales in Kazakhstan (apart from the negligible cider/perry category). The category’s target audience is young adults of legal drinking age up to 30 years-old, and primarily females.
The two largest players in RTDs are local companies, Bacchus AO with its Gin Tonic and Riks LTD TOO with the Buzz brand. However, there are some imported brands that are catching the eye of consumers.
Beer is the biggest rival to RTDs. Beer has the advantage not only in terms of product variety and distribution, but also from the price perspective.
RTDs is expected to put in a significantly better performance over the forecast period than it did over 2016-2021. The main reasons for this improved performance will be the growing presence of international brands and improvements in distribution.
A hard seltzer is a combination of carbonated water, alcohol and flavouring. It usually has an ABV of between 4 and 6% and is low in calories.
The target audience for RTDs products is often rather limited, and the category faces strong competition from other products. For the category to develop further, producers and distributors will need to invest in promotion and new product development and RTDs will need to attract major international players.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Kazakhstan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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