Hard seltzer remained the key driver of growth in off-trade volume sales spirit-based RTDs in 2021. The latter part of the review period saw numerous product launches, such as Halmstad Storm Hard Seltzer from Multibev, Hansa Hard Seltzer from Hansa Borg Bryggerier and Bekk Hard Seltzer from Cask.
Pre-made cocktails are growing in popularity in the on-trade. The combination of the convenience of pre-made cocktails with high local labour costs makes them particularly attractive to on-trade venues.
Hansa’s Bacardi Breezer and Ringnes’ Smirnoff Ice continued to dominate RTDs in 2021. Earlier in the review period, Ringnes launched Smirnoff Ice Reduced Calorie, with 30% fewer calories than the original Smirnoff Ice.
Off-trade volume sales of RTDs will decline slightly during 2022, before recovering strongly during the latter part of the forecast period. The full resumption of cross-border trade with neighbouring Sweden will be the main driver of this slowdown.
Consumers of these products tend to be young adults, often females, who are mindful of their calorie intake when consuming alcoholic drinks. However, considering how popular hard seltzer has become in other markets, it still holds significant potential for growth in Norway over the forecast period.
Social media will grow in importance as a driver of new trends in RTDs. Although advertising for alcohol drinks is prohibited in Norway, many local consumers are increasingly exposed to them online—particularly on social media like TikTok and Instagram.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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