Due to their high unit price, RTDs products are mostly purchased by higher-income consumers. Although they are more expensive than buying spirits and mixers, RTDs are purchased by some for their convenience and pre-mixed character, as they are easy off-trade substitutes for drinks that can be prepared in pubs or bars.
The trend for hard seltzers has boomed in some countries – especially the US – in the last few years. Hard seltzers products are basically a mix of carbonated water with fruit juice and a low content of alcohol.
One of the main attractive features of RTDs is the category’s convenience, as consumers can drink a cocktail without the need to buy the different ingredients required for the mix. For instance, consumers can buy Dr Lemon (or any other RTDs brand) gin and tonic instead of having to buy a bottle of gin and a bottle of tonic water.
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RTDs
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 DefinitionsThis report originates from Passport, our RTDs research and analysis database.
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