‘ready To Drink’ Products (Rtds)
Mark S. Elliott has spent 25 years working in various management roles within the tenanted and leased divisions of the UK's largest breweries and pub companies. His extensive knowledge and day-to-day involvement with pubs and publicans make him well qualified to know what is required to run a successful pub. He shares his knowledge and many 'insider tips' with you in this book. Mark is based in Cockermouth, Cumbria.
‘READY TO DRINK’ PRODUCTS (RTDs)
‘Ready to drink’ products are known by a variety of names such as:
- Alcopops.
- FABs – Flavoured Alcoholic Beverages.
- PPSs – Premium Packaged Spirits.
These drinks are spirit-based and are typically in the 4–5% alcohol by volume (ABV) range. They are packaged mainly in 275ml sized bottles. They are aimed at the 18–24 year olds and a great deal of money goes into promoting them through trendy advertising and label design.
The RTD sector is dominated by 5 or 6 big brands that account for over 90% of the RTD market. The lifecycles of many RTD brands tend to be short ones, being fashionable for a short time then declining as other RTDs become popular.
Overall, the RTD market has declined recently, with the following contributing to its downturn:
- Media backlash, linking RTDs to ‘binge drinking’.
- Duty increases in excise duty on these products.
- Resurgence of cider.
- Popularity of high-energy drinks and vodka combinations.
- Improved promotion of spirit and mixer (over ice) drinks.
- Growth in popularity of wine.
- Introduction of extra cold draught products.
That said, the RTD market is still worth a substantial amount of money, (with £ 800m on-trade sales in 2004) and with its target market of 18–24 year olds set to grow by 340,000 by the year 2010, and the introduction of new innovative products, some industry commentators believe that the RTD market will bounce back to former levels.
