Alcohols consumed in dilutions, with a mixture of fruit flavors and other drinks have been popular since the inception of word cocktail in the early 1800’s. A ready to drink alcoholic beverage is a pre-mixed/ prepared and packed form of cocktail for direct consumption. Available in almost all forms of spirits such as whiskey, rum, vodka, etc. a significant rise in sales has been witnessed by in recent years. Manufacturers are also eying this high growth segment and looking for consumer’s interest in flavors and blends of premixed drinks. Most often compared with the iconic beer, which is far better established in deriving major revenue. The RTD alcoholic beverages have witnessed comparatively much higher growth rate in the recent past.
Ready to drink alcoholic beverages is segmented on the basis of product type which comprises of primary base for prepared drink and include; rum, whiskey, vodka, wine and others. Vodka based drinks being in popularity and brands such as Bacardi breezers gaining significant attention from consumers. On the basis of flavor the premixed alcoholic beverages is segmented as fruits, spiced and others.
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It is further segmented on the basis of packing which include; cans, bottles and others (shot packing, squeeze packing).On the basis of distribution channel the fruit beer market is segmented into hyper/supermarket stores, departmental stores, specialty store and online retailers. Hyper/supermarket is expected to hold a relatively higher share in the ready to drink alcoholic beverages market, followed by specialty store segment. As we all know online stores offers great discounts and easy delivery options of the product at the doorstep, thus this segment is anticipated to grow enormously in the forecast period.
With competition among key produces of alcoholic drinks rising, launching new products has become fairly common in order to sustain a greater brand equity. Some of the key players in the global liquor industry offering ready to drink or premixed alcoholic beverages include; Diageo plc., Asahi Breweries, Ltd., Suntory Holdings Limited, Halewood International Limited, The Brown-Forman Corporation, Bacardi Limited, Mike’s Hard Lemonade Co., Pernod Ricard SA., Anheuser-Busch InBev SA/NV