Total volume sales of RTDs in Thailand increased by 8% in 2024, reaching a total of 51 million litres. This growth was partly driven by the convenience and portability of such products, which makes them ideal for on-the-go consumption. They are also sweet and easy to drink, with sugary and artificially flavoured RTDs remaining the mainstream products for the mass market. Meanwhile, growth was also driven by an influx of recent new launches, mainly from Siam Winery’s Spy brand. RTDs are also wide

In Morocco, RTDs appeal to young urban professionals and tourists but lack deep penetration across the broader market. Consumers often view RTDs as expensive for the quantity offered, especially compared to beer. RTDs are still largely occasion-led beverages and do not form part of regular at-home consumption habits. Despite attractive packaging and flavour experimentation, consumer adoption also remains limited by economic constraints. Moreover, the category has struggled over the review period

RTDs registered positive volume growth in 2024, with growth being driven by a growing trend of low-alcoholic drinks, particularly among younger consumers of under 30-years-of-age. This generation, increasingly conscious of their lifestyle choices, favour convenient and refreshing alternatives to traditional high-alcohol spirits. In addition, the convenience of pre-made cocktails and mixes cater to increasingly hectic lifestyles and the desire for simple solutions to enable enjoyment of cocktails

RTDs significantly outperformed the other main alcoholic drinks categories in Estonia in 2024, with growth in total volume sales remaining robust and accelerating from 2023. Its resilience to the market-wide downturn was underpinned by the fact that demand is heavily concentrated among young adults. These consumers were less inclined to respond to elevated cost-of-living pressures by reducing spending on alcohol, as they tend to have fewer financial obligations and place a higher priority on soc

Volume sales growth for RTDs in Serbia continued to benefit from the products’ high popularity among local consumers. Serbians enjoy experimenting with new flavours and combinations, driving up demand, while the drinks offer convenience without compromising on quality, appealing to consumers who want a quick and easy option.

Volume sales of RTDs continued to rise rapidly in Tunisia in 2024. With the introduction of several new brands such as Pantha Whisky Cola and Pantha Vodka Energy, demand accelerated among younger consumers especially.

RTDs was one of the biggest winners in the Uruguayan alcoholic drinks industry in 2024. Although it remains the smallest of the five main alcoholic drinks categories by volume, its appeal among young adults at social gatherings, bars, pubs and nightclubs drove robust demand throughout the year. High unit prices compared with mixing spirits and soft drinks have confined consumption to more affluent urban consumers willing to pay a premium for convenience and innovation.

Volume sales of RTDs in Germany rose steadily in 2024. The performance of RTDs remained driven by the rising popularity of spirits-based RTDs, the largest category, due to increased demand from young adults. This audience are seeking a simpler alternative to preparing cocktails themselves using spirits and mixers. Growth was also supported by the growing variety of products, notably RTDs using flavours other than cola, such as lemonade and fruits. The wider range of flavours draws in more consum

Sales of RTDs saw healthy growth in total volume terms in 2024, which was in stark contrast to overall volume sales of alcoholic drinks, and a stronger performance than that seen by major categories such as beer and wine. This was part of the ongoing trend towards light and easy-drinking options in alcoholic drinks as a result of more conscious consumption of alcohol amid increasing health concerns. Most of the growth centred around the on-trade channel, such as at festivals and in night clubs,

RTDs in Slovenia registered moderate total volume sales growth in 2023 and 2024, following fast growth in 2021 and 2022. This indicates the category’s good health as it still maintains significant growth potential despite the strong market penetration of dominant malt-based RTDs. The very wide presence across modern and traditional grocery retailers was the major contributing factor behind the stable growth of the category as a whole. RTDs received an additional boost from e-commerce operators,

RTDs experienced further volume decline in 2024, impacted by price sensitivity and cautious consumer spending. However, the category demonstrated resilience, supported by targeted promotions and the convenience factor that RTDs offer. Summer-focused marketing campaigns, in-store activations, and limited-edition launches by key players such as Latvijas Balzams AS helped maintain consumer interest, even amid intensifying competition from other drinks categories.

Total volume sales of RTDs grew strongly in Ukraine in 2024 as the category saw some recovery in retail volume sales in after the war-related deep decline in 2022. However, the category is still much smaller than it was before the war, mostly because of a much reduced consumer base due to both migration abroad and entrance into the armed forces, as well as the developing alcohol-free trend amongst targeted younger generations of legal drinking age.

RTDs in Uzbekistan also remained underdeveloped, especially compared to other countries in the region. One of the main reasons for this is the lack of demand from local consumers. Traditional alcoholic drinks such as beer and spirits are still the preferred choices. Another reason for underdevelopment is the low level of awareness and accessibility. However, as the drinking culture in the country develops, it is possible that more products in this category will start appearing, thus fuelling sig

RTDs in Israel experienced strong growth in 2024. Whilst other major categories were heavily impacted by the decrease in on-trade growth, RTDs has a very small on-trade market and was less affected by this downturn. Cocktails are typically the favoured choice in bars rather than RTDs. In 2023, the Spicehaus brand widened its distribution to include the online service, Yango, which had a strong impact on RTDs sales and continued to benefit the market in 2024. Locals enjoy the convenience and swee

RTDs - entirely comprised of spirit-based varieties - recorded positive volume growth in North Macedonia in 2024. This was supported by successful new product launches from Finnish company Olvi Oyj, which gained popularity thanks to their perceived appealing taste and robust market distribution.

Volume sales of RTDs in Austria continued to increase significantly in 2024, in contrast to the downward trend in all other major categories. Spirit-based RTDs was the largest category within RTDs in 2024, with sales rising steadily in volume terms, although wine-based RTDs witnessed slightly stronger growth. The popularity of home consumption has supported RTDs since the pandemic, with consumers enjoying these ready-mixed drinks to replicate the mixed drinks consumed in the on-trade. The conven

Volume growth of RTDs in Romania in 2024 was attributable to an increasing number of well-known brands and cocktail mixes. The development of the cocktail culture in both the on-trade and at home helped to widen the appeal of RTDs. Home consumption of traditional cocktails made from spirits and carbonates and fruit flavour, or with sparkling wine and liqueurs, was satisfied by RTDs. On-trade sales are facing competition from elaborate cocktails using improved recipes, and which have become part

Volume sales of RTDs in Lithuania remained stagnant in 2024. The category continues to struggle with a negative perception rooted in past associations with cheap, high-sugar products. This reputation, combined with a relatively limited product selection - especially when compared to beer and wine - has held back wider adoption.

RTDs witnessed a solid year of volume growth in 2024, with sales boosted by Slovakia’s warm and dry weather for much of year, which positively impacted consumption. However, sparkling wine in compact ready-to-drink formats created more competition for RTDs at the end of the review period, notably those offering prosecco. The strong innovation and marketing seen in the beer category also hampered volume growth in RTDs.

Total volume sales of RTDs saw a solid increase in Hong Kong in 2024, with growth both on-trade and off-trade. Premiumisation has been a notable trend in RTDs. The number of new RTDs has increased as a result of both local craft players and established international brands entering the market. In the local market, bars and other on-trade outlets continued their sales of premium pre-packaged cocktails, which gained popularity during the pandemic period, and have remained popular with locals to th

Volume sales of RTDs in Norway recorded a double-digit increase in 2024, reflecting strong demand, particularly among younger adult consumers. The category’s growing appeal is closely tied to the no- and low-alcohol trend, with RTDs seen by some as a convenient, low-calorie, and lower-ABV options. Social media influence further amplified this trend, contributing to the rising popularity of RTDs in social and casual settings.

Volume sales of RTDs recorded a significant double-digit decline in 2024, largely due to the difficult economic environment, which severely weakened consumer purchasing power. Inflation drove sharp increases in average unit prices, by nearly 50%, pushing many RTD brands beyond the reach of a large segment of the population and leading to a notable reduction in consumption.

In 2024, Poland witnessed a surge in sales of RTDs, driven by the contemporary trend towards convenience. Pre-mixed and ready to consume, RTDs offer a hassle-free drinking experience. Their typically lower alcohol content also makes them especially appealing to young adults who are either reducing their alcohol intake or seeking out milder, flavoured alternatives.

RTDs saw positive growth in total volume terms in 2024 although this was mainly driven by spirit-based RTDs, which was the most dynamic category. Wine-based RTDs, the largest category in RTDs, has already reached a high maturity level although it still saw relatively strong growth in on-trade volume terms. This was thanks to these products offering a light, fruited and fresh alternative to some other alcoholic drinks.