RTDs in Germany are expected to witness steady growth during the forecast period, as numerous product innovations and promotions generate broader consumer interest in the category. Non-alcoholic RTDs are predicted to be the most dynamic category, with volume sales rising from a small base.
Following the success of co-branded whisky-based RTDs, such as Jack Daniel’s and Coca-Cola launched in 2023, The Coca-Cola Company and Brown-Forman Deutschland GmbH expanded its partnership in early 2025 with the launch of Gentleman Jack & Coca-Cola. With the planned global launch of the Bacardi Coca-Cola rum-based RTD in the second half of 2025, The Coca-Cola Company seeks to extend its presence in the category further.
As RTD players target young adults, a core demographic group for energy drinks, energy boosting recipes containing caffeine are predicted to become more widely available within spirit-based RTDs, as illustrated by the new variant Wilthener Golkrone & Mate due to be launched by Hardenberg-Wilthen in summer 2025. While they are forecast to record declining volume sales, wine-based RTDs may be supported by manufacturers’ efforts to boost interest in the category, through new recipe innovations mirroring those seen with spirit-based RTDs and in soft drinks, notably citrus, tea and mate flavours.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Germany 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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