RTDs in the Philippines will see an improved performance over the forecast period, supported by the strong consumer interest in spirit-based RTDs and the gradual recovery of the economy. Product variety will expand in spirit-based RTDs following the success of Smirnoff Mule and Lemon-Do, and the recent launch of HARD Mountain Dew.
While players such as Asia Brewery Inc and Emperador Distillers Inc are seeking greater shelf space and reach in small local grocers, the forecast period may also see strong developments in the on-trade channel. Leading players may see greater value in partnering with on-trade establishments to achieve greater ties with bars and restaurants.
There is a growing momentum towards cocktail consumption in the Philippines, which RTDs stands to benefit from as they offer consumers a convenient way to embrace cocktail culture. Asia Brewery’s Tanduay Ice, and its introduction of more spirit-based RTDs like AB Origins Yuzu High Ball and Pacific Sun Hard Iced Tea in 2025, may encourage more players to launch cocktail RTDs over the forecast period.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Philippines 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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