Under the thriving development of cocktails, RTD continues to grow in popularity among younger consumers of a legal drinking age in Taiwan. With a wide variety of flavours, bright packaging, and easy access in convenience stores, these products are becoming the preferred drinking option to a growing number of young consumers.
While the cocktail culture continues to grow in the on-trade channel (lockdown aside), when it comes to making cocktails at home this is increasingly being replaced by RTDs. In the past, making cocktails for friends and associates at home was seen as a way of displaying social status, but this is gradually becoming a thing of the past.
Although spirit-based RTDs account for most sales of RTDs in Taiwan, wine-based RTDs have now emerged in the market, such as sangria and mulled wine in bottles. Sangria is already familiar to some consumers with it being served in some Western-style restaurants.
Despite the general growth in demand, RTDs still lacks a significant presence through the on-trade channel. A few bars are adopting on-tap cocktails, with hand-mixed cocktails being time-consuming.
There is limited brand loyalty in RTDs with it being a relatively new category to the market. As such, players will need to focus on launching new flavours to both attract new customers but also to retain existing ones.
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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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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