RTDs is projected to see strong growth in total volume sales through the forecast period. Meanwhile, total value (constant 2024 prices) sales are expected to see slow-to-moderate growth in the early forecast period, before accelerating.
Local consumers are set to remain conservative in their spending in the on-trade channel, which could open up opportunities for RTDs that are suitable for out-of-home consumption. The climate in Greece is favourable for RTDs, as high temperatures throughout much of the year make it easy for consumers to stay outdoors and gather in public spaces.
RTDs, in general, are expected to remain under the spotlight of innovation. Non alcoholic RTDs are expected to increase in availability, with more brands offering these products, in line with the growing mindful drinking trend.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Greece 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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