RTDs in New Zealand has historically been viewed high in sugar and associated with binge drinking among youths. However, in recent years the category has undergone a transformation to the point where it is almost unrecognisable from the beginning of the review period.
Pal’s owned by Master of Ceremonies Ltd has emerged as the breakout star of not only RTDs, but of alcoholic drinks in New Zealand since its launch in late 2019. While the brand wasn’t the first to cater to health-conscious consumers, the company’s branding and product offering has delivered unprecedented levels of growth to the category as a whole.
While Pal’s has been the standout performer of RTDs, it wasn’t the first health conscious brand to launch in New Zealand. Part Time Rangers was one of the earlier pioneers of this, having launched in 2018.
The rapid growth of the RTD category has seen an increasing number of entrants into the category. The use of social media and direct to customer e-commerce has reduced barriers to entry, with most brands now using third party contract manufacturing and distribution to gain a foothold.
RTDs is expected to remain the strongest performing category in terms of volume sales growth over the forecast period, with the key driver behind this being health and wellness preferences. While the category has built a solid foundation of millennial customers, RTDs are gaining appeal among a wider range of consumers, and as such, there will be an increase in RTD consumption in non-millennial demographics as well.
Historically, RTDs have been dominated by specialist players, with Independent Liquor shaping the local industry over the past 20 years. While brands such as Jim Beam and Jack Daniels have had a presence in RTDs, overall the category has been dominated by specialist RTD brands such as Vodka Cruiser, Long White and more recently Pal’s.
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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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