The RTDs category is still relatively new in Peru but has seen strong levels of sales during the pandemic, with consumers looking for affordable ways to indulge and relax. Consumption of RTDs accelerated in 2021 growing ahead of all other categories.
Four Loko, the leading brand of RTDs and the most popular malt-based RTD, has seen its volume share accelerate in 2021. As a result, existing competitors have developed more aggressive promotional campaigns, such as Mike's Hard Lemonade and Psyco, which have developed various point-of-sale promotions through convenience stores and mobile applications, in addition to recurring marketing campaigns on social media.
The success of Four Loko has reinforced Food For Life’s leading position in RTDs. Diageo Perú has seen its volume share eroded over the review period, although it did improve share in 2021.
RTDs will see double-digit volume growth for much of the forecast period as consumption rises at home and to a lesser extent in the on-trade. Players will continue to launch new products over the forecast period and use promotional campaigns to take a bigger slice of sales as more consumers switch to RTDs.
Malt-based and spirit-based RTDs will underpin growth in the forecast period in the off-trade, expanding in retailers to meet demand as consumption in new social occasions rises. On the other hand, wine-based RTD consumption is projected to rise much more moderately, with Sangria and canned wine brands standing out.
Given the increase in import costs which is mainly affecting the spirits category, there is a great opportunity for local RTD brands to increase volume share. Leading Peruvian brands such as Cartavio, Piscano, and Psyco are produced locally and rely less on imported raw materials, giving them a significant competitive advantage against imported brands.
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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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