New Report Available: Rtds/High-Strength Premixes in Portugal

Private label is not strong in alcoholic drinks in Portugal. Private label spirits and wine are still seen as inferior in the country; a barrier that was crossed in other consumer goods, but not in alcoholic drinks. In this context, a 15% volume share for private label in wine-based RTDs is unusually high. This is mainly due to ready-to-drink sangria sold in supermarkets and hypermarkets under the private label brands of the retail chains. Under EU law, bottled sangria can only be sold under this name if it is produced in Spain or Portugal. Legal validation may have given a dash of respectability to sangria, but in reality most Portuguese consumers do not perceive sangria as a premium beverage, and buying it in a branded bottle does not change that.

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Competitive Landscape

There are four relevant players in RTDs in Portugal: Bacardi-Martini Portugal, Diageo Portugal - Distribuidora de Bebidas, Prodevisa - Productos Derivados del Vino and Adega Cooperativa Almeirim. Bacardi-Martini and Diageo are mostly present in spirit-based RTDs, and Prodevisa and Adega Cooperativa Almeirim are the main players in wine-based RTDs.

Industry Prospects

Unsurprisingly, RTDs/high-strength premixes is expected to perform better over the forecast period than over the review period. The review period included three years of recession, and one of the bleakest economic crises in Portugal's recent history. The forecast period, on the other hand, is expected to include years of recovery. Indeed, the Portuguese economy emerged out of recession in the second half of 2013. In addition, the performance of RTDs is expected to benefit from new product developments. These should come from both spirit- and wine-based RTDs. New flavours and new mixes are already common in spirit-based RTDs, and they now also seem to be taking off in wine-based RTDs. Furthermore, RTDs is a category in the alcoholic drinks market which is not yet saturated. There is room for growth in wine-based RTDs outside of sangria. High-strength premixes, currently negligible, could offer opportunities for growth.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the RTDs/High-Strength Premixes industry in Portugal with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the RTDs/High-Strength Premixes industry in Portugal, our research will save you time and money while empowering you to make informed, profitable decisions.

The RTDs/High-Strength Premixes in Portugal market research report includes:

* Analysis of key supply-side and demand trends

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