Ready-to-Drink (RTD) Alcoholic beverages, also known as Alcopops, are flavoured drinks with relatively low alcohol content. These are pre-mixed alcoholic drinks with various fruit flavours and are mainly spirit-based, malt-based, or wine-based. Changing dynamics of the alcohol market, raising consciousness about alcohol consumption and innovations led to the introduction of such canned bottles RTD and high strength premixes globally. These low-content alcoholic beverages appeal to the young demographics worldwide, pushing the global RTD alcoholic beverages market.
Since its inception in the 1990s, the alcopops drew brows around the world. The first player that launched the product in this segment was Barcadi’s Breezer in 1993, followed by Smirnoff Ice, Two dogs, and others. However, the rising consumption of these products by young generations led the government to impose heavy duties and bans, which led to a decline in the sale, thus creating a hindrance in the market growth. Nevertheless, due to the changing lifestyles and alcohol consumption habits, rising interests in low alcohol content drinks, the market is set to grow 3.31 % by 2027.
The top players manufacturing alcoholic ready-to-drink beverages along with other drinks are Bacardi Limited, Anheuser Bursch InBev, Suntory Spirits Ltd, and others. Although massive investments restrict new players in the market, the rising consumption of RTD beverages and the industry’s attractiveness are drawing many new entrants, which are, thereby forecasting the bright potential for the market.
Following are the listed Ready-To-Drink Alcoholic Beverages with its Brands:
- Bud light–
The malt-based Bud light drinks manufactured by Anheuser Busch InBev is dominating the market, especially in the United States. With the massive success of Bud light Ritas, the company launched Bud Light Mixxtail in 2015. Numerous variants of Bud Lights are significant attractors of the young female population.
- Ritas Spritz–
Rita spritz, another innovation by multinational brewing company Anheuser Busch InBev, initially launched as Lime-A-Rita explicitly targeted women population. The canned margaritas come in variants like Grape-A-Rita, Orange-0- Rita and others.
Bacardi’s RTD cocktails dominate the market launched under various product names like Bacardi Limón, Bacardi Pineapple, Bacardi Tangerine, Bacardi Dragonberry and others. This RTDs are manufactured by the largest spirits company, Bacardi Limited is consumed mainly by the young generation and women globally.
- Truly Spiked and Sparkling –
The light low alcohol content Truly spiked & Sparkling manufactured by US-based, The Boston Beer Company comes in variants namely, Colima Lime, Grapefruit & Pomelo and others. The company launched this new hard seltzer range in 2016.
- Smirnoff Pure of Diageo PLC–
The Smirnoff Pure, manufactured by multinational beverage company Diageo PLC, grabbed the RTD market globally. This bubbly drink is the company’s first premix to combine vodka and natural fruit ingredients with no added preservatives and artificial ingredients.
- Austin Cocktails–
The vodka-based Austin cocktails come with a mix of natural ingredients and low alcohol content crafted authentic cocktails. The drinks manufactured by a family-owned company, Austin Company, includes Bergamot Orange Margarita, Paradise Found, Cucumber Vodka and Tea Twister.
- Jack Daniel’s RTDs–
Jack Daniel’s ready to drink beverage is manufactured by one of America’s largest spirits company, The Brown-Forman Corporation. The brand grabs a significant share of America’s market and renownedly markets globally. Jack Daniel’s Country cocktails are suitable for a variety of occasion with its blend of whiskey and fruity flavour.
- Sparkling Margaritas
Jose Cuervo, known as world’s oldest tequila brands, manufactures the ready-to-drink canned sparkling margaritas. The drink is available in flavours, namely classic lime, strawberry and Paloma along with its authentic golden margaritas. The company has an operating presence across the globe and also hold a significant share in the global alcoholic beverages market.
The dominant players are influencing the market by the launch of new alluring products as mentioned above. Also, with the growing expansion of RTD alcoholic beverages in emerging economies, innovations in packaging and development and new entrants with crafty products, the global ready-to-drink alcoholic beverages market have massive opportunities and prospect.