PROSPECTS AND OPPORTUNITIES
Innovations are expected to support growth with non-alcoholic RTDs coming of age
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.
Greater presence of soft drinks brands expected through co-branding agreements
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.
Mate and tea flavours set to gain prominence as energy boosting is a core attribute
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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Overview:
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.
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.
If you're in the RTDs industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The RTDs in Germany report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of RTDs in Germany?
- Where is consumer demand for RTDs focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Germany?
- How are products distributed in Germany?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Rtds in Germany - Category analysis
KEY DATA FINDINGS
Rising popularity of spirit-based RTDs
Strong presence of private label continues to increase
Discounters make gains while on-trade channel faces major challenges
Innovations are expected to support growth with non-alcoholic RTDs coming of age
Greater presence of soft drinks brands expected through co-branding agreements
Mate and tea flavours set to gain prominence as energy boosting is a core attribute
Alcoholic Drinks in Germany - Industry Overview
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
The following categories and subcategories are included:
RTDs
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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 definitionsWhy buy this report?
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This report originates from Passport, our RTDs research and analysis database.
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