Younger consumer groups of legal drinking age, in particular, discovered the convenience of RTDs in the last few years of the review period. Furthermore, these consumers are willing to pay relatively high prices for RTDs, which is the basis for a positive outlook for the forecast period.
It will be interesting to see to what extent RTDs, and primarily spirit-based RTDs, will play a role in the on-trade segment during the forecast period. In the past, pre-mixes such as Eristoff Ice and Bacardi Breezer played a particularly important role for RTDs in Austria, as they cannot be easily mixed by bar operators themselves.
The more people drink at home and the more reluctant consumers are to spend money when going out, the more RTDs, and wine-based RTDs in particular, will benefit. During the review period, the cost of living rose sharply and the cost of eating and drinking out rose disproportionately, which made consumers more frugal in these areas.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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