RTDs returned to positive growth in 2021 as the ban on sales of alcohol was lifted and foodservice establishments reopened. Certain pandemic-related restrictions remained in place during the year, however, preventing a fuller recovery in the category.
Siam Winery with its Spy brand remained the outright leading player in RTDs in 2021, followed by second-placed Diageo Moët Hennessy (Thailand). These brands are appealing as they cater better to local preferences.
Sales of RTDs have generally been backed by aggressive marketing campaigns created by players with different strategies but with a similar target. For instance, Thai Spirit Industry, which owns the Full Moon brand, opted for on-the-go marketing strategies and innovated with the launch of Full Moon Draught via the Full Moon Caravan to cater to people on-the-go.
Over the forecast period, RTDs is expected to achieve solid volume sales growth, both in the on-trade and off-trade channels. The RTDs category through the on-trade is expected to recover helped by the government’s campaign to boost and encourage people to travel nationally.
During the forecast period, consumers are expected to switch back to foodservice from retail. As the national lockdown has ended and the population is vaccinated, people will become more confident about going out more frequently and resuming their normal social activities.
RTDs is a mature category in Thailand. However, the health and wellness trend that is increasingly gaining traction in the country has given fresh impetus to companies to develop healthier RTDs.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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