A few years ago in Lithuania, cocktails were not of a high quality (containing dyes and various additives) and were considered economy-class drinks. Gradually, the quality of the cocktails has improved, and recently, in order to maintain interest, a lot of new product development is appearing in the RTDs category every year, attracting the attention of consumers.
RTDs are primarily orientated towards off-trade consumption occasions in Lithuania, and producers target a very specific group of economy-segment consumers. Retail sales therefore improved in 2021 as a whole, albeit still declining.
In 2021, retail sales in the category were boosted by price-sensitive wine consumers looking for cheaper alternatives, in a context of reduced purchasing power. Indeed, the much smaller category of wine-based RTDs recorded a slightly lower retail decrease than spirit-based RTDs in 2021.
Sales of RTDs in the on-trade are unlikely to return to pre-crisis levels by the end of the forecast period when growth is likely to be minimal. The dominant retail channel will decrease, albeit not as much as in the review period, with consumers looking to reduce their alcohol intake and generally having a preference for other alcoholic beverages over RTDs.
Alcoholic drinks in Lithuania is going through a phase of fusions in terms of flavours and concepts. The trend, on the one hand, can benefit RTDs and put these drinks in a favourable position for its variety of mixed tastes and ingredients.
Wine-based RTDs will continue to make up a very small portion of total category drinks, but its retail decline in the forecast period will be milder than that of spirit-based RTDs. First of all, there are no new excise duties applied or planned for fermented alcohol categories.
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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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