After a significant decline in 2020, on-trade volume sales bounced back in 2021 as Serbians stopped paying too much attention to the pandemic and many returned to their usual lifestyles, despite the occasional restrictive measures that were still present during 2021. Off-trade volume sales witnessed accelerated growth in 2020, because of the switch to at-home consumption, but saw a much slower rate of growth in 2021.
Hard seltzers were non-existent in Serbia for much of the review period until the arrival of Apatinska Pivara’s (owned by Molson Coors) Wai brand in mid-2021. Three flavours/varieties were introduced including Minty Lime Time, Crazy Berries and Tropical Crew upon launch in 2021.
Wine-based RTDs account for the larger part of overall RTDs, with spirit-based RTDs taking the remainder. The latter suffers from a lack of distribution in Serbia and has a high unit price by Serbian standards, while wine-based RTDs benefit from the popularity of sangria-like RTDs that have been existed for decades.
During 2021, Coca-Cola rolled out its hard seltzer brand Topo Chico in a number of countries and it is highly likely it will seize the opportunity to launch in Serbia in the forecast period. This potential brand launch would have a strong impact on the RTD category as a whole, as it is likely to be backed by significant marketing investment building sales in retailers and driving awareness through advertising.
Private label is not currently offered in RTDs in Serbia and this is not expected to change during the forecast period. The volume sales and popularity of RTDs remains too low to make it a viable revenue stream for any major retailers.
In general, the RTDs category will remain rather small with most producers which have their cash cows elsewhere in alcoholic drinks, notably in spirits, unwilling to invest in promotion or new product development in this minor area of their portfolios. Aside from hard seltzers, this category is therefore expected to be largely uneventful in terms of new product launches or marketing campaigns over the forecast period.
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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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