RTDs is set to continue developing, with the category projected to score positive growth in off- and on-trade volume terms over forecast period. This growth should be backed by further investment in innovation, with Distilleria Flli Caffo launching a new line of RTDs towards the end of the review period.
Demand for premium products is likely to increase over the forecast period, as pressure on purchasing power begins to wane. This is likely to have a mixed impact on the growth and development of RTDs.
RTDs is likely to see a wave of innovation over the forecast period, structured around two main trends: premiumisation and mindful drinking. With regard to the first of these trends, Distilleria Flli Caffo launched two new lines of spirit-based RTDs in 2024 that are based on its main and most popular spirits brand, Vecchio Amaro del Capo.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Italy 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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