RTDs are largely sold through retail outlets in Taiwan and the channel continued to register strong volume growth throughout the pandemic, enabling these products to enjoy ongoing total volume growth in 2020.
Some foodservice operators launched RTD products designed to expand their customer base from the on-trade to the off-trade, given the strong performance of retail towards the end of the review period. WAT opened an RTD bar in Taipei in 2019 which allows consumers to purchase spirit-based RTD packs.
Kirin is a well-known beer brand in Taiwan from Taiwan Kirin Beer, offering products targeting different consumer age groups. In late 2019 the company launched a new flavour of RTD under its high ABV (9%) Hyoketsu brand, including apple and Muscat grape, coinciding with the season of production of these fruits in Japan.
Although only spirit-based RTDs were present in Taiwan at the end of the review period, more types and brands are likely to appear early in the forecast period. Consumers are beginning to pursue complex and strong flavours in RTDs instead of pure vodka-based cocktails and major brands have launched cocktails to meet this trend.
As RTD products become increasingly popular, their standardised production and consistent quality will allow companies to create more interesting products which also blur product areas across food and drinks. For example, Taihu Brewery has extended its popular spirit-based RTD flavour to offer popsicles.
At the end of the review period Ice Fire from Paolyta remained one of the leading brands in RTDs. The transparent packaging enables consumers to see the product, which offers a sense of safety and quality, factors which are likely to prove particularly appealing in the post-pandemic environment.
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This report originates from Passport, our RTDs research and analysis database.
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