Table of Contents
Over the last 10 years RTD's as a category may not have grown at anywhere near the level it did between 1998 and 2003 but it has, nevertheless enjoyed steady global growth. This reality flies in the face of those in the drinks industry who have been prepared to write off the category in more recent years.
In fact there are few categories that are as dynamic in terms of innovation or bring as much energy as it does to the marketplace.
RTDs have consistently evolved, adapted and innovated to find new ways of fulfilling consumers' needs.
There is a definite revolution under way as the focus shifts from the on-trade to the off-premise and the category re-invents itself accordingly, with more sophisticated positioning, more convenient packaging and serve innovation.
The great strength of the RTD and RTS sectors is that there is a broad array of participants from the spirits, wine and brewing industries. This guarantees a tremendous critical mass of investment around the category.
This latest edition of the global market review of RTD's looks at these various changes and trends within the category and its future prospects. It provides detail on the structure of the industry and highlights the performance of the top suppliers and brands together with individual country profiles for the main global markets.
Quotes from some of the leading players within the industry illustrate the complex nature of the category, the increasing demands from consumers and the challenges faced by marketers.
Debs Carter, marketing director for SHS, which owns WKD
Debra Clausen, head of global marketing for RTDs and ciders, Distell
Natasha Chapman, GB shopper marketing manager, off-trade, Diageo
Anu Goel, VP global marketing, Beam
Carmen D'Ascendis, global marketing director Brown-Forman Jack Daniel's
Syl Saller, global director of brand innovation group, Diageo
Simon Green of Global Brands
Gordon Chisholm, brand director Bacardi flavoured rums
Matt Shattock, CEO Beam Inc
Greg Pestinger Brown-Forman Jack Daniel's senior brand manager, North America,
Brad Banducci, director Woolworths Liquor Group
Olga Martinez Garcia, general manager Paraguay, Uruguay and Brazil, Diageo
Jean-Pierre Cayard, president La Martiniquaise
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