Hard seltzers is still quite a small area of alcoholic drinks in Switzerland. Nonetheless, these products are seeing strong growth, with hard seltzers typically having a lower calorie content than many other alcoholic drinks, such as beer.
RTDs is a relatively small category in Switzerland and one which is more reliant on on-trade sales than many other areas of alcoholic drinks. As such, sales were particularly hard hit in 2020 by the closure and disruption caused to on-trade establishments in response to the COVID-19 pandemic.
Sales of RTDs are mainly driven by spirit-based RTDs with alcopops and cocktails being the most popular options. Smirnoff Ice remained the dominant brand in total volume terms within RTDs in 2021, with it constantly introducing new flavours to keep consumers engaged.
Swiss players are showing a growing interest in hard seltzers. As a result, there is likely to be growing interest in acquiring the rights to sell certain brands in Switzerland, or they may even launch their own hard seltzer brands, even if they do not intend to bring these new products to the market straight away.
Hard seltzers are generally aimed at a tech-savvy younger demographic, which is shown in the branding and design of packaging, and the positioning of these products as a healthier alternative to many other alcoholic drinks thanks to their lower calorie and alcohol content. To stand out in the marketplace, some players are also looking for other ways to promote their hard seltzers.
While hard seltzers are gaining the limelight when it comes to RTDs in Switzerland, it is worth noting that sales of RTDs in general should see stable growth in total volume terms over the forecast period. These products have continued their recovery through the on-trade in 2022 thanks to the lifting of restrictions and an uptick in tourism.
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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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