New market study, "Rtds/High-Strength Premixes in Thailand", has been published

From: Fast Market Research, Inc.
Published: Sun Oct 25 2015

Positive growth in RTDs/ high-strength premixes was witnessed amidst the decline of other alcoholic beverages in 2014. The economic and political situation during 2014 had little impact on RTDs/high-strength premixes. Leading players were active in launching marketing campaigns and events as well as introducing new products, all of which contributed to a positive performance of the category. RTDs/high-strength premixes are perceived as a fashionable drink, especially among young generation drinkers. The target audience includes both men and women. The product is easy to consume as it can be drunk without the need for mixers and is affordably priced, making it appealing to mass consumers.

Competitive Landscape

Siam Winery maintained the top position in RTDs/high-strength premixes in 2014. Supported by its flagship brand Spy, which benefits from very strong brand awareness in wine-based RTDs, the company recorded a total volume share of 74%. Bacardi ranked second with a 9% volume share, followed by Diageo Mo√ęt Hennessy, the third largest player with a volume share of 7%. The leading brands namely Spy, Bacardi Breezer and Smirnoff Ice, managed to retain their leading positions throughout the review period amongst multiple entrances of new brands.

Full Report Details at

Industry Prospects

Over the forecast period, the RTDs/high-strength premixes category is expected to register a positive performance with a total volume CAGR of 4%. RTDs/high-strength premixes will continue to be popular among new generations of Thai drinkers. Young consumers will continue to adopt the products as their alternative drinks through both the on- and off-trade channels. Due to a growing number of female working-age consumers who drink more and increasingly socialise, the customer base for RTDs/high-strength premixes is likely to expand further. In addition, apart from females, the target consumer group for RTDs/high-strength premixes will increasingly penetrate the male consumer base. Industry players will also attempt to stimulate demand by launching new developments, while also employing integrated marketing activities. Hence, a positive outlook is projected for this category.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the RTDs/High-Strength Premixes industry in Thailand 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 Thailand, our research will save you time and money while empowering you to make informed, profitable decisions.

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