RTDs in Japan is forecast to maintain slow and steady total volume growth in the forecast period, primarily driven by the wide range of products available. This category’s flexibility in terms of taste and alcohol content allows it to cater to a wide range of ages and consumer preferences, attracting a broad consumer base.
To raise awareness about the risks associated with alcohol consumption, and to prevent health issues, the Ministry of Health, Labour and Welfare in Japan established its first “Guidelines for Drinking Alcohol with Health Consideration”, officially announcing them in February 2024. The guidelines emphasised the importance of focusing on the amount of pure alcohol consumed, rather than the volume of alcoholic drinks consumed.
In the context of an overall decline in the alcoholic drinks industry, RTDs is expected to see an increase in its total volume sales. However, significant growth is unlikely, due to demographic challenges such as the shrinking population.
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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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