RTDs will generally benefit from the trend towards lighter and easy-to-drink products over the forecast period. Consumers are increasingly willing to trade up to RTDs, which will provide a favourable environment for category development in Austria.
Over the review period, the 250ml can became the standard packaging format in spirit-based RTDs, and increasingly in wine-based RTDs too. Younger consumers under the age of 25 prefer the 250ml RTD can for on the go consumption occasions.
The number of new product launches decreased noticeably in 2024 compared to previous few years, particularly in spirit-based RTDs. This category has seen many new extensions of well-known brands from spirits in the review period and in ready-mixed cocktails a new generation of specific brands has also been established.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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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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