RTDs is the smallest alcoholic drinks category in Portugal, but is also one of the most dynamic which has enabled it to recover more quickly and see solid volume sales growth in both channels. The launch of hard seltzers, new launches in spirits-based cocktails and the arrival of RTD portonics (port made with tonics and flavours) has made this one of the most innovative categories in 2021.
A strategy developed by leading port wine producers and the IVDP (Institute of Douro and Port wines) to rejuvenate port consumption led to the launch of a new port RTD in the summer of 2021. Several well-known brands launched portonic options, which is a mix of port, tonic water and natural flavours, such as Cockburn’s Portonic, Croft Pink Tonic, Offley Clink and Taylor’s Chip Dry & Tonic.
In 2021, hard seltzers launched into the Portuguese RTD category, led by independent players Phunk and Selza. Leading international players also made a play in this segment, with SCC launching Pure Piraña and Super Bock Group extending its well-known cider brand Somersby into hard seltzers.
RTDs is expected to see strong growth in 2022 as the category sees volume sales surpass pre-pandemic levels buoyed by launches made in 2021, within spirits and wine-based options. The search for lower alcohol, fresh and flavoured drinks is expected to support category growth across the forecast period.
RTD volume sales in the on-trade are expected to rebound further and will surpass pre-pandemic levels in 2023. The recovery of Portuguese tourism will play an important part in the on-trade as tourists return to major cities and coastal destinations.
The future of hard seltzers will depend strongly on the investment that major players are willing to make in promoting the category over the coming years. Indeed, the concept is still unclear to many consumers and awareness is very limited.
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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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