Volume sales of RTDs in Bulgaria will continue to see a positive performance over the forecast period, supported by an increasing consumer preference for lower-alcohol drinks. However, the growth rate is expected to slow somewhat as the category reaches saturation.
Besides Bulgarians’ increasing preference for lower-alcohol beverages and the expanding cocktail culture, RTDs are poised to benefit from a rising demand for convenience in busy lifestyles. In particularly, their portability and computability with impulse purchases make them especially popular among young consumers who enjoy drinking them in casual outdoor settings.
Moving forward, most innovations are expected in spirit-based RTDs, continuing the trend observed in 2024. For example, a new collection of branded bottled cocktails has been launched featuring premium mixes like Johnnie Walker Old Fashioned, Tanqueray Negroni and Ciroc Cosmopolitan.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Bulgaria 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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