Alcoholic Drinks

RTDs was one of the biggest winners in alcoholic drinks in Uruguay in 2023. Amongst the different types of RTDs, spirit-based drinks put in the best performance over the review period as a whole. Growth has been in line with the trend towards…

RTDs witnessed a steep decline in sales in total volume terms in 2022 with only a limited recovery recoded in 2023. The weak sales performance is related to RTDs being predominantly targeted at women and younger consumers (of a legal drinking age).…

2023 witnessed a historic increase in volume terms within RTDs in Tunisia, driven primarily by the introduction of Exo Mix and the broader global trend favouring ready-to-drink beverages. RTDs offer affordability, convenience, and versatility,…

In 2023, RTDs in the US maintained total volume decline along with current value growth. The common trend in alcoholic drinks of value growth and volume decline in 2023 aligns with the resonant message of premiumisation, particularly “less but…

In stark contrast to many other alcoholic drinks categories, RTDs in the UK recorded a positive performance in 2023. Growth was seen in both off-trade and on-trade channels, with the latter experiencing a more dynamic performance than the dominant…

In line with global trends, most RTDs available in the United Arab Emirates are spirit-based. The presence of wine-based or malt-based RTDs is marginal in the local market. This is because of a cultural background of mixed expatriates, most of whom…

Following a three-year period of decline, RTDs registered positive growth in volume terms in 2023, with sales increasingly in both off-trade and the on-trade channels. Spirit-based RTDs saw especially strong growth in on-trade outlets, bolstered by…

While many alcoholic drinks categories struggled to achieve total volume growth in 2023, RTDs still recorded an increase in both total volume and current value terms. The increase in total volume was only modest, but with extreme increases in average…

RTDs have benefited from the reduction in visits to on-trade establishments, as they appeal to consumers who still want the experience of mixed drinks but at a more affordable price. Indeed, RTDs have been a cost-effective solution during the tough…

RTDs saw volume sales increase in Thailand in 2023. Consumers have been increasingly consuming the product since the end of the COVID-19 crisis, thanks largely to RTDs’ potential for on-the-go consumption. Consumers have returned to their normal…

Much like the previous year of the review period, RTDs saw modest off-trade and current value growth in 2023 but a decline in on-trade sales.

Total volume sales of RTDs in Switzerland recorded strong growth in 2023, albeit slower than the double-digit increases of 2021 and 2022 as demand stabilised in the post-Coronavirus (COVID-19) period. Growth was largely driven by consumers’ attempts…

RTDs saw volume growth in Sweden in 2023. The category is being primarily driven by spirit-RTDs as that category is seeing the most investment and new product development, with new product launches helping to raise consumer awareness and attract…

Sales of RTDs saw healthy growth in total volume terms in 2023 with these products starting to gain a stronger foothold in the Spanish market. Spanish consumers are increasingly looking for convenience, affordability, and constant innovation, and…

RTDs in South Korea saw exceptional total volume growth in 2023, mainly driven by off-trade growth, although on-trade sales also saw a double-digit increase. Growth was primarily driven by an increase in light home drinking, and a rise in young…

RTDs in South Africa continued to perform well in 2023, driven by the popularity of convenient, pre-mixed drinks and the re-emergence of a cocktail culture. The popularity for mixing beverages has been sustained due to the rising affordability of…

Ready-to-Drink (RTD) beverages are the second fastest-growing category in Slovenia, trailing only behind cider/perry. The primary factor driving this growth is convenience. RTDs offer an easy and quick way to enjoy a drink without the need for mixing…

RTDs in Slovakia registered a decline in total volume terms ion 2023, in contrast to the positive performances of the previous two years. Inflationary pressures, which translated into higher production costs, led to an increase in retail unit prices,…

On-trade volume sales of RTDs witnessed further dynamic growth in 2022. Sales were impacted by the removal of capacity limits on nightlife establishments as COVID-19 safe management measures continued to ease. Efforts by operators to encourage…

Retail volume sales of RTDs in Serbia enjoyed strong growth in 2023. As consumers spent more time socialising outside the home, they were drawn to buying convenient ready-to-drink options for on-the-go consumption. Spirit-based RTDs are experiencing…

In 2023, an increasing number of well-known brands and cocktail mixes supported volume growth for RTDs in Romania. The development of cocktail culture in both the on-trade and home helped to widen the appeal of RTDs. Home consumption of traditional…

RTDs in Portugal witnessed a slowdown in volume sales over 2023, following a very strong increase in the on-trade over 2022 when several new launches boosted sales of spirit-based RTD’s, which remains the most dynamic segment. Wine based RTDs is by…

Spirit-based RTDs was the most dynamic category within RTDs in Poland in 2023. Looking to capitalise on the growing demand for these products players continued to develop and launch new lines of RTDs in 2023. For example, in 2023 Jack Daniel's & Cola…

Despite Peru entering recession 2023, RTDs managed to deliver strong growth in total volume terms, with these products continuing to attract new consumers. Apart from the novelty of these products, factors such as the wide variety of brands and…

The demand for RTDs in Norway benefits as more consumers become health-conscious and choose low ABV and lower calorie products. While a normal 330ml can of beer contains around 135 calories, popular hard seltzers usually contain less than 100…

While convenience continued to drive demand for RTDs in North Macedonia over the review period, the category faced strong declines in 2023. Local consumers, especially young adults, are opting to drink spirits such as gin and whisky which are…

RTDs in Nigeria witnessed a sharp volume decline in 2023 due to negative economic conditions. High inflation limited consumer spending power, and due to higher production and import costs (largely due to the depreciation of the local currency), unit…

RTDs remains the strongest performing category within New Zealand’s alcoholic drinks industry and the category was reinvigorated over the review period thanks to the rapid success of emerging local brand Pal’s, the success of which has largely…

The RTDs category in Morocco continues to achieve extremely low sales in 2023, but also saw its volume sales fall further during the year. The category struggled throughout the review period, as the number of products on offer remained limited to two…

RTDs maintained solid total volume growth in 2023, with increases seen both on-trade and off-trade. RTDs is comprised of spirit-based and wine-based RTDs, plus other RTDs (mainly hard seltzers). It was the latter that showed the strongest total…

RTDs is a relatively small category within alcoholic drinks in Malaysia with sales largely focused on spirit-based RTDs. Like most other categories of alcoholic drinks, sales of RTDs dropped sharply in 2020 and 2021 due to the impact of COVID-19 and…

RTDs saw heavy losses in total volume terms in 2023. In Lithuania, the category has a reputation of low quality with many consumers avoiding RTDs due to high levels of sugar, which can cause more harm than other alcoholic drinks. Concerns over rising…

RTDs have a strong presence in Latvia but due to its maturity volume sales have slowed in 2023. The lack of regular product innovations in this year, in what is usually a pretty vibrant category, has also contributed to flat volume growth. RTDs…

In Kenya, consumers especially in younger generations are drawn towards RTDs. Sales are increasing in the off-trade channel as consumers embrace outdoor drinking and enjoy outdoor activities such as road trips, camping etc. E-commerce has emerged as…

Volume sales continued to be low for RTDs in 2023, and registered only minimal volume growth. Younger adult consumers of legal drinking age are the target audience, and these younger consumers are now more looking for alcoholic drink as an…

In 2022, RTDs in Japan experienced a total volume decline for the first time in 15 years, as a result of a decrease in demand for home consumption in a rebound after off-trade sales surged during the COVID-19 pandemic. However, in 2023, RTDs in Japan…

RTDs saw volume sales stagnate in Italy in 2023. Two main factors constrained the performance of RTDs in both the on-trade and off-trade channels during the final year of the review period. Significant price rises deterred consumers from purchasing…

RTDs saw significant volume growth in Israel in 2023. Spicehaus continued to push forward the premium trend in the RTDs category. After opening up a factory that can produce 10,000 cocktails a day, Spicehaus joined with Yango's delivery service in…

Despite the rise of RTDs as a competitive category in alcoholic drinks, volume sales in RTDs in Ireland slumped in 2023. This is attributed to the normalisation effect following the atypical spikes and crashes seen in sales through the pandemic era…

In 2023, RTDs witnessed much lower volume growth in Indonesia. This modest growth reflects the normalisation of consumer demand following the sharp increase in 2022. Increasing competition from similar-tasting beverages like shochu/soju, cider, and…

During 2022, India continued to witness a growing preference for low-calorie alcoholic beverages, as well as those with a lower alcohol content. This was driven by growing levels of health-consciousness and changing lifestyles post-COVID-19.…

RTDs saw a rise in total volume sales in Hungary in 2023. The category was more exposed than most as rapidly rising inflation led Hungarians to exercise greater caution in their spending decisions, as these products are comparatively expensive, and…

RTDs in Hong Kong recorded significant on-trade volume growth as pandemic restrictions were fully removed in early 2023, leading to an increasing number of consumers visiting bars and clubs to socialise. At-home parties also remained popular as a…

RTDs in Guatemala registered healthy volume growth in what is an increasingly popular alcoholic drink, with volume sales increasing by a fifth. RTDs drinks are mainly consumed by younger consumers of under 30 years-of-age, with their bright colourful…

RTDs in Greece is one of the most dynamic categories in terms of investment, attracting strong interest from manufacturers and also retailers. Product variety has been increasing year-on-year. The most prominent developments in 2023 were Tails…

RTDs continued to record a stellar growth performance in 2022, into double-digit territory in total volume terms, driven almost entirely by spirit-based RTDs, helped by continuous product innovation and promotional offers. As RTDs are mostly sold…

RTDs experienced moderate growth in total volume terms in 2023, benefiting from the end of the pandemic and an increase in social events. This growth was despite the less than favourable weather conditions in the northern part of the country in the…

RTDs represented the best-performing category within the Finnish alcoholic drinks market in 2023, supported by ongoing new product development, as players competed to offer consumers unique offerings. With the economic situation making Finns more…

RTDs in Estonia is the second largest in the Baltic states after Latvia, with Lithuania showing a different consumption pattern. Sales grew in 2023 as RTDs became a popular choice for consumers seeking a fizzy, low-alcohol alternative to beer or…

RTDs represented the fastest growing area of alcoholic drinks in Egypt in volume terms in 2023, and as such, was a key driver of growth in the market as a whole. The category was subject to a particularly high level of innovation during the review…