Despite the development of the alcoholic drinks market in Tunisia, spirit-based RTDs was the only type of RTD present in the local market in 2021. They are mostly consumed by women who appreciate their sweet taste and low alcohol content.
RTDs are benefiting from ongoing development in retail distribution in Tunisia, driving growth through modern grocery retailers. Sales are also benefiting from the increasing popularity of these drinks as they become more familiar to consumers, supported by the introduction of new products with different flavours as flavoured alcoholic beverages are increasingly popular in Tunisia.
Imported products monopolise RTDs in Tunisia and the number of available brands remains limited. In 2021, the first Tunisian brand, LEI, was introduced in a variety of flavours, including apple, pear and strawberry.
Before COVID-19, spirit- based RTDs in Tunisia were performing strongly in both volume and value terms. The product is highly consumed, especially during the summer at beach bars and restaurants.
Despite its high price, Smirnoff Ice is highly demanded in Tunisia and is the only RTD available in luxury bars and nightclubs with advertising. Other brands are only available in off-trade channels.
Tunisia is well known for its wines, with over 15 companies operating in the industry to ensure production. In 2021, the first local spirit-based RTD product was introduced, and over the coming years the launch of the first local wine-based RTDs may be seen.
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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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