The return to growth of spirit-based RTDs was key to the recovery of RTDs in 2021 as wine-based RTDs continued to decline in popularity. Within spirit-based RTDs, AB Heineken Philippines maintained strong distribution for its leading Tanduay Ice brand in modern retail channels, which enabled the brand to register growth in 2021 after heavy losses in 2020.
The easing of the country’s COVID-19 restrictions in 2021 benefited on-trade volume sales of both spirit-based and wine-based RTDs in 2021. The leading players have close ties with on-trade establishments in terms of promotions and trade merchandising, which helped to stimulate consumption as consumers started to return to eating and drinking outside the home.
AB Heineken Philippines is looking to expand its presence across alcoholic drinks in the Philippines with it investing in increasing its distribution reach, but also the size of its product portfolio. This included the launch of its new range of hard seltzers under its Spritz brand in 2021.
There is seen to be potential for spirit-based RTDs to return to popularity in the forecast period. As restrictions are eased and vaccination rates increase the on-trade channel should see a full return to normal operations.
Modern grocery retailers is likely to remain the most important distribution channel for RTDs over the forecast period, with these stores typically offering a wider range of brands and products as well as being accessible to the key target audience of young, urban consumers. To help drive sales players will need to focus on in-store promotions to encourage new customers to try these products as well as to prevent existing customers from switching to other alcoholic drinks.
Following the launch of Spritz hard seltzers in 2021, the product variety within RTDs is expected to expand over the forecast period. This will likely include flavour extensions emphasising Filipino ingredients and flavours.
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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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