RTDs made strong progress in 2021 as the category continued to grow in the off-trade, while on-trade sales volume managed to record a modest recovery. Total volume growth was relatively modest as on-trade sales remained well below pre-COVID-19 levels.
During the pandemic there was a shift in distribution with RTDs seeing very strong growth in e-commerce. Ultra-fast delivery services such as Gorillas, Flink and Zapp that provide 10-minute delivery services, have become very popular with young urban consumers who fit the target audience of RTD’s.
After a successful launch in Mexico and New Zealand, Heineken launched its hard seltzer in the Dutch market. Pure Piraña is made with sparkling water, natural fruit flavour and 4.
The long-term trend for RTDs remains very promising. On-trade sales are predicted to see a full recovery and thereafter will see healthy volume growth for the remainder of the forecast period.
Coca-Cola Enterprises Nederland BV will continue to invest in the development of other RTDs in 2022 building on the success of its Topo Chico hard seltzer brand. The company has announced it will invest in marketing and promotions in order to grow its brand, although this will undoubtedly help to develop the category.
For RTDs, the rising popularity of e-commerce will remain an important factor. As the category becomes more popular, young consumers will buy RTDs in larger quantities instead of buying just one or two cans.
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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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