Launching co-branded products is expected to become more commonly used among RTDs players and is expected to contribute to increase the consumer base of RTDs, by leveraging the brand awareness and marketing expertise of well-known soft drinks.
While RTD manufacturers are expected to continue innovating in terms of fruit flavours, they may increasingly focus on products positioned as healthier than most other alcoholic drinks by offering lower alcohol content and with recipes naturally low in sugar. Examples of RTDs with low alcohol and low sugar recipes include the Calow brand by German startup Calow, which launched a range of wine-based RTDs available in four flavours with an alcohol content of 4% in spring 2024.
Premium RTDs remain a niche with untapped growth opportunities, which players are likely to explore over the forecast period. Following the success of the cola flavoured variant, Brown-Forman’s Gentleman Jack range was extended in early 2023 with the launch of the Whiskey Sour recipe, positioned as a premium alternative to other whisky-based RTDs.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Germany 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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