Abstract
Traditional Flavoured Alcoholic Beverages (FABs) have been in double-digit decline; however, classic premix spirits and a new breed of premix cocktails have given the category a much needed boost and seen a move towards premiumisation, with much innovation.
Whilst classic premix spirits have been around for the last ten years, the new premix cocktails and premix long drinks are in their infancy. A low awareness of new options and a threat of association with the negative values of the traditional FABs is alienating some consumers, and little investment in advertising means many are totally unaware of the products.
Key report themes:
- Consumer demand for premium drinks and for convenience is driving innovation and expands the small premixed spirits category.
- Explosion of new companies developing premix spirits, specifically during 2008.
- The need for convenience is driving off-trade dominance in the premix spirit category.
- There is a general confusion, both within the trade and more so from the consumer side, in the varied RTD category and ingredients used for premix cocktails.
- Future opportunities and where the market is heading.
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