Awareness for RTDs is set to continue growing across the forecast period, and consumers will increasingly be able to access a variety of brands. However, future competition is expected to focus on fewer brands, leaving less room for smaller options.
Consumption trends indicate that more consumers, especially younger adult consumers, are choosing RTDs as their first option. One of the main reasons is the low price of the product, with RTDs offering an attractive cost-benefit ratio, given that they are low-priced products with a similar or higher alcohol content than beer.
Given the accelerated growth of the RTDs market, wine-based RTDs are emerging as a very attractive product for local wineries. This landscape mainly consisted of the traditional Sangria, which captures the attention of older consumers who want fresh flavours and a ready to serve drinks that offer less intensity than traditional wine.
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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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