Over the forecast period, the RTD market in Romania is expected to enjoy growth in both the on-trade and off-trade sectors, mainly driven by the further evolution of cocktail culture. Off-trade volume sales will see a slight decline in 2023, though both off-trade and on-trade sectors will see growth turn positive from 2023-2024.
However, despite the broader growth trend, the rate of expansion is anticipated to be relatively modest due to the projected decline in wine-based RTDs. Sangria's popularity, both in off-trade and on-trade, seems to be on a downtrend, likely due to the increasing preference for freshly-made sangria, prepared on-site in homes and commercial establishments.
The most significant threat to the development of the RTD sector is expected to come from the rising popularity of cocktails, which are increasingly featuring in the drink menus of a majority of on-trade outlets. The evolution of cocktail culture is accelerating, with demand surging for internationally recognised concoctions that are becoming staple items on drink menus.
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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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