The future of RTDs in Lithuania remains uncertain, with limited signs of significant growth potential. The category faces strong competition from both well-established alternatives like beer and wine, as well as home-prepared cocktails, which allow consumers to have greater control over ingredients and quality.
The Lithuanian market does not have a strong tradition of RTD consumption. On the contrary, the category continues to suffer from a negative legacy, as it was once dominated by low-cost, high-sugar beverages typically sold in PET bottles - products now seen as unhealthy by today’s more health-conscious consumers.
Moving forward, innovation in RTDS is likely to focus on packaging updates, rather than entirely new product types. Previous attempts at innovation, such as the introduction of hard seltzers, have failed to resonate with consumers, due to a lack of understanding about the benefits of such products, while many have found the taste to be unappealing.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Lithuania 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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