This report looks at the following areas:
- RTD consumption and willingness to consume
- RTD ideal consumption occasions
- Barriers to consume
- Motivations to consume RTD beverages
- Attitudes about RTD alcoholic beverages
RTD cocktails are gaining traction in the Brazilian market, fueled by their convenience and diverse range of flavors.
Laura Menegon, Analyst Food & Drink, LATAM
Market Definitions
This Report explores Brazil’s ready-to-drink (RTD) alcoholic beverage market. This segment includes packaged drinks made from various bases, such as beers, spirits, wines, sparkling wines and ethanol-based mixtures.
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Executive Summary
- What consumers want and why
- Challenges
- Opportunities
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THE CONSUMER
- Consumer profile
- Brazilians are limiting their alcohol consumption
- Graph 1: alcoholic drinks consumption, 2025
- Women and younger individuals are more likely to limit their alcohol consumption
- Graph 2: alcoholic drinks consumption, by gender, 2025
- Graph 3: alcoholic drinks consumption, by age group, 2025
- Negative effects of alcohol are the primary reason people choose not to drink
- Graph 4: reasons for not consuming alcoholic beverages, 2025
- Gen Zs are more sensitive to price
- Graph 5: barriers to consumption, by generation, 2025
- RTD consumption and willingness to consume
- Vodka drinks lead the category
- Graph 6: RTD consumption and willingness to consume, 2025
- As the gateway to the RTD category, vodka drinks must seek points of differentiation to stand out
- Graph 7: RTD ideal consumption occasions, by RTD consumption and willingness to consume, 2025
- Well-known brands stand out at gatherings with friends or family
- For parties and events, offering competitive prices is essential
- Appeal to Generation X by offering gin and whiskey cocktails
- Graph 8: RTD consumption and willingness to consume, by generation, 2025
- Graph 9: RTD consumption and willingness to consume, by generation, 2025
- Motivations and barriers for the consumption of RTD cocktails among Generation X
- Gin drinks and natural ingredients can attract Generation X
- Whiskey drinks and natural ingredients may appeal to Generation X
- AB consumers are more likely to drink RTD alcoholic beverages
- Graph 10: RTD consumption and willingness to consume – “I have tried this and liked it,” by socioeconomic group, 2025
- Premium RTD cocktails should highlight the quality of their ingredients and careful production
- Consumption is lower in the C1C2 group, but the desire to try new things is strong
- Graph 11: RTD consumption and willingness to consume – “I’ve never tried this, but I’d like to,” by socioeconomic group, 2025
- Invest in app and in-store promotions to drive C1C2 consumer experimentation and loyalty
- RTD ideal consumption occasions
- RTD beverages bring convenience to at-home gatherings
- Packs for social and festive occasions offer savings and convenience
- Brands can capitalize on limited edition releases to celebrate special occasions
- Activations at sporting events can increase the appeal of RTD beverages among men
- Boosting sports can associate RTD brands with a healthy and balanced lifestyle
- Sports personalities can increase RTD drinks’ popularity among sports enthusiasts
- Partnerships with sporting events are efficient branding strategies
- The FIFA World Cup will be an opportunity for RTD brands to win over consumers
- Uncomplicated taste: wine RTD beverages as an affordable alternative
- Fresh and fruity flavors can simplify pairing with meals
- Motivations for consuming RTD beverages
- Collaborations between established non-alcoholic beverage brands can instill trust and reliability
- Graph 12: motivations for consuming RTD beverages, 2025
- Non-alcoholic beverage brands lend their reputation to alcoholic beverages
- Low/no alcohol beverages may gain popularity among women aged 35+
- Non-alcoholic RTD cocktails are an option for women who want to avoid the effects of alcohol
- For those seeking the sensations of alcohol without the consequences: adaptogenic ingredients
- Barriers to consume
- Use of premium beverages as an ingredient contributes to a better value perception of RTD cocktails
- Graph 13: barriers to consumption, 2025
- Bring the pantheon of alcoholic beverages into the RTD category
- Attitudes about RTD alcoholic beverages
- Classic cocktail flavors may encourage cautious consumers to try RTDs
- Classic cocktail recipes convey safety and convenience
- Packs with a variety of flavors can win over curious consumers
- Graph 14: attitudes about RTD alcoholic beverages, 2025
- RTD cocktail packs with assorted flavors
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Key Players
- Launches and innovations
- Ambev introduces flavored beer to its Brazilian portfolio
- Beats launches a mysterious flavor for Tomorrowland 2025
- Corote invests in launches focused on diverse audiences…
- …and healthy lifestyles
- Smirnoff Ice launches revamped version of its classic RTD cocktail
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THE MARKET
- Alcohol consumption declines in Brazil, particularly among adults
- Methanol contamination in spirits is a major concern for governments and consumers
- Small producers and direct sales are an alternative
- RTD beverages become a safer option for consuming cocktails
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APPENDIX – Definition, Methodology and Abbreviations
- Report definition
- Methodology
- Abbreviations
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