RTDs was marked as a category to watch at the beginning of lockdowns. As on-trade establishments closed and the off-trade became the main channel, it was positioned to do especially well.
Hard seltzers have really taken off in the US market in the last few years. After potentially being invented with the launch of the Connecticut brand SpikedSeltzer in 2013, they were produced and sold on a major scale for the first time by White Claw in 2015.
The success of RTDs during the pandemic led many major companies to launch new pre-mixed products. This included brands launching hard seltzers, such as Brewdog’s new hard seltzer brand Clean and Press, and also spirits brands launching their own RTDs, such as Absolut’s vodka mixers, both of which launched in 2020.
As brands jostle to dominate in RTDs, the power of the big brands may ensure that they make good sales. However, for brands selling under lesser-known names, they may be able to set themselves apart with new flavours which appeal to the younger market of legal drinking age.
Traditionally, RTDs have been seen as a cheap and convenient option, often appealing to a younger audience of legal drinking age, or those who are busy or in a rush. However, recently sales of premium RTDs have been taking off.
Finally, there may be room for growth in the no alcohol and low alcohol segments of the RTDs category. With many looking to improve their overall health and reduce their alcohol intake, there is room for growth.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the RTDs industry in United Kingdom with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the RTDs industry in United Kingdom, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!