Due to both increasing consumer demand and an expanding offer, the competitive landscape of RTDs is expected to become increasingly fragmented over the forecast period. Recent launches include Exo Mix Vodka with 18% ABV, Mike’s Hard Seltzer with 5% ABV, and Bottega Lemon Spritz with 5.
Although alcoholic drinks is not a typical industry for making health and wellness claims, such claims are starting to emerge in RTDs in the United Arab Emirates. For instance, the new launch, Mike’s Hard Seltzer, is accompanied by a “gluten free” and “100 calories” claim on its bottle, while Exo Mix Vodka offers an “Energy” variation.
Sales of non alcoholic RTDs in the United Arab Emirates are expected to further penetrate the local market over the forecast period. In addition to existing and successful formats, the recent launch of Barakat Fresh Mocktails highlights the further potential for the fresh format with a short shelf life, while being sold in plastic bottles, and sharing shelf space with juice and smoothies in grocery retailers.
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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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