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  3. > Global ready-to-drink (RTD) and ready-to-serve (RTS) market review

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.

INTERVIEWEES:
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

Table Of Contents

Global ready-to-drink (RTD) and ready-to-serve (RTS) market review
Executive summary
Introduction: Recent and future category performance

Chapter 1 Category drivers
Liquid trends
Format trends
Impact on parent brand
Premiumization
Cider competition

Chapter 2 Industry structure

Chapter 3 Leading markets
Japan
The US
Australia
Russia
Ukraine
The UK
Mexico
South Africa
Canada
Brazil
New Zealand
Finland
Germany
France
Appendix: Global owners and brand data





List of tables


Table 1: Top 25 markets for mixed drinks, 2007-2013 (000's nine-litre cases)
Table 2: Top largest growth markets for mixed drinks based on volume growth 2007-2012 (000's nine-litre cases)
Table 3: Top largest declining markets for mixed drinks based on volume growth 2007-2012 (000's nine-litre cases)
Table 4: Top FABs brands in Japan, 2007-2012 (000's nine-litre cases)
Table 5: Top long drinks brands in Japan, 2007-2012 (000's nine-litre cases)
Table 6: Top pre-mix brands in Japan, 2007-2012 (000's nine-litre cases)
Table 7: Top FABs brands in the United States, 2007-2012 (000's nine-litre cases)
Table 8: Top long drinks brands in the United States, 2007-2012 (000's nine-litre cases)
Table9: Top pre-mix brands in the United States, 2007-2012 (000's nine-litre cases)
Table 10: Top FABs brands in Australia, 2007-2012 (000's nine-litre cases)
Table 11: Top long drinks brands in Australia, 2007-2012 (000's nine-litre cases)
Table 12: Top pre-mix brands in Australia, 2007-2012 (000's nine-litre cases)
Table 13: Top FABs brands in Russia, 2007-2012 (000's nine-litre cases)
Table 14: Top long drinks brands in Russia, 2007-2012 (000's nine-litre cases)
Table 15: Top pre-mix brands in Russia, 2007-2012 (000's nine-litre cases)
Table 16: Top FABs brands in Ukraine, 2007-2012 (000's nine-litre cases)
Table 17: Top FABs brands in the UK, 2007-2012 (000's nine-litre cases)
Table 18: Top long drinks brands in the UK 2007-2012 (000's nine-litre cases)
Table 19: Top pre-mix brands in the UK, 2007-2012 (000's nine-litre cases)
Table 20: Top FABs brands in Mexico, 2007-2012 (000's nine-litre cases)
Table 21: Top long drinks brands in Mexico, 2007-2012 (000's nine-litre cases)
Table 22: Top pre-mix brands in Mexico, 2007-2012 (000's nine-litre cases)
Table 23: Top FABs brands in South Africa, 2007-2012 (000's nine-litre cases)
Table 24: Top long drinks brands in South Africa, 2007-2012 (000's nine-litre cases)
Table 25: Top pre-mix brands in South Africa, 2007-2012 (000's nine-litre cases)
Table 26: Top FABs brands in Canada, 2007-2012 (000's nine-litre cases)
Table 27: Top long drinks brands in Canada, 2007-2012 (000's nine-litre cases)
Table 28: Top pre-mix brands in Canada, 2007-2012 (000's nine-litre cases)
Table 29: Top FABs brands in Brazil, 2007-2012 (000's nine-litre cases)
Table 30: Top long drinks brands in Brazil, 2007-2012 (000's nine-litre cases)
Table 31: Top pre-mix brands in Brazil, 2007-2012 (000's nine-litre cases)
Table 32: Top FABs brands in New Zealand, 2007-2012 (000's nine-litre cases)
Table 33: Top long drinks brands in New Zealand, 2007-2012 (000's nine-litre cases)
Table 34: Top pre-mix brands in New Zealand, 2007-2012 (000's nine-litre cases)
Table 35: Top FABs brands in Finland, 2007-2012 (000's nine-litre cases)
Table 36: Top pre-mix brands in Finland, 2007-2012 (000's nine-litre cases)
Table 37: Top FABs brands in Germany, 2007-2012 (000's nine-litre cases)
Table 38: Top long drinks brands in Germany, 2007-2012 (000's nine-litre cases)
Table 39: Top pre-mix brands in Germany, 2007-2012 (000's nine-litre cases)
Table 40: Top FABs brands in France, 2007-2012 (000's nine-litre cases)
Table 41: Top pre-mix brands in France, 2007-2012 (000's nine-litre cases)
Table 42: Top global owners of mixed drinks, 2007-2012 (000's nine-litre cases)
Table 43: Top brands of mixed drinks for Diageo, 2007-2012 (000's nine-litre cases)
Table 44: Top brands of mixed drinks for Kirin Brewery, 2007-2012 (000's nine-litre cases)
Table 45: Top brands of mixed drinks for Mark Anthony Group, 2007-2012 (000's nine-litre cases)
Table 46: Top brands of mixed drinks for Suntory, 2007-2012 (000's nine-litre cases)
Table 47: Top brands of mixed drinks for Berklee Capital, 2007-2012 (000's nine-litre cases)
Table 48: Top brands of mixed drinks for Asahi, 2007-2012 (000's nine-litre cases)
Table 49: Top brands of mixed drinks for Brown Forman, 2007-2012 (000's nine-litre cases)
Table 50: Top brands of mixed drinks for Bacardi - Martini, 2007-2012 (000's nine-litre cases)
Table 51: Top brands of mixed drinks for Takara Shuzo, 2007-2012 (000's nine-litre cases)
Table 52: Top brands of mixed drinks for Beverage Brands, 2007-2012 (000's nine-litre cases)

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