Sales of RTDs are projected to continue rising over the forecast period, positioning RTDs as one of the few alcoholic drinks categories expected to achieve growth in Ireland over the next five years. However, growth will be somewhat constrained by the presence of many well-established, mature brands in the market, as well as the broader trend of declining overall alcohol consumption.
Government interventions in Ireland’s alcohol industry will significantly influence developments over the forecast period. The Public Health Alcohol Act, enacted in 2018, aims to mitigate the negative effects of alcohol consumption on public health, encompassing health, societal, and economic concerns.
RTDs will continue to be a key area for innovation within the alcoholic drinks sector, with new products anticipated across various subcategories. As RTDs becomes increasingly crowded, differentiation will play a crucial role in capturing consumer interest.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Ireland 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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