In 2021, the offer of hard seltzers increased considerably. Major spirits brands such as José Cuervo and Jimador are now offering their own hard seltzers.
In 2021, many COVID-19 related measures were still in place, including limits on the operations of foodservice outlets, high levels of remote working and the closure of educational establishments. Even once venues were open, many avoided socialising in public, reducing visits to the on-trade while continuing to dampen sales of RTDs.
In 2021, RTDs continued to be led by Casa Herradura, though the company saw its share of category volumes decline during the year. Casa Herradura is the owner of the New Mix brand, which is a tequila-based beverage with a long-standing presence in the market.
The prominent health and wellness trend, which has received a further boost from the experiences of the COVID-19 crisis, is likely to exert a strong influence on consumption patterns in alcoholic drinks during the forecast period. As consumers become increasingly aware of the impact of their consumption habits on their health and wellbeing, they are likely to look for products that they perceive to be healthier than those they are used to.
Over the forecast period the on-trade channel is expected to recover fully. Consumers are expected to go out to bars and restaurants more frequently, and tourism is also expected to recover.
Over the forecast period, more players are likely to launch hard seltzers, as manufacturers from across the alcoholic drinks market look to tap into the segment’s growth potential. However, as consumers prefer to be aware of the type of alcohol they are consuming, established brand positioning within spirits might become a competitive advantage in RTDs as it will offer consumers more certainty.
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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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