We expect RTDs to return to small positive volume growth over the forecast period, with the emphasis on off-trade channels remaining. Meanwhile, availability and penetration of RTDs will remain comparatively low through on-trade channels, due to the appeal of custom-made and freshly-mixed cocktails in licensed venues.
Government interventions in the alcohol industry in Ireland will shape developments over the forecast period – including in RTDs. The Public Health Alcohol Act came into play in 2018, with an aim to address the negative impacts of alcohol consumption on public health grounds (health, society, and economy).
Ultimately, new product developments will be the driver for RTDs over the forecast period. We expect this in terms of flavour profiles, mixes, and novelties, which are set to appeal to younger adult generations of legal drinking age.
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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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