RTDs Market in Germany - Market Report 2025 Statistics
KEY DATA FINDINGS
Total volume sales grow by 3% in 2023 to 179 million litres
Non alcoholic RTDs is the best performing category in 2024, with total volume sales increasing by 16% to 309,000 litres
Aldi Einkauf GmbH & Co oHG is the leading player in 2024, with a total volume share of 16%
Total volume sales are set to grow at a CAGR of 2% over the forecast period to 193 million litres
2025 DEVELOPMENTS
Steady growth trajectory for spirit-based rtds, in contrast to wine-based options
RTDs in Germany continued to record strong total volume growth in 2024, despite a slowdown following the double-digit growth witnessed the previous year. The category’s performance was mainly driven by the rising popularity of spirit-based RTDs. The latter’s convenience makes it particularly suitable not only for on-the go consumption but also for drinking occasions at home, thereby boosting demand among consumers seeking a simpler alternative to preparing cocktails themselves using spirits and mixers. Greater product diversity, notably through RTDs using flavours other than cola, such as lemonade and fruits, has helped increase consumption occasions and attract a wider target audience.
By contrast, wine-based RTDs continued to record modest growth in 2024, as it remained undermined by a higher level of maturity and by the dominance of 750ml glass bottles. This packaging format is considered less convenient than smaller bottles for on-the-go consumption and for social gatherings including barbecues and picnics, whereas metal cans is the dominant pack type for spirit-based RTDs. With the launch of Lillet Berry and Lillet Tonic in 200ml glass bottles as extensions to its fast-growing wine brand Lillet in spring 2024, Pernod Ricard sought to bring a new audience to wine-based RTDs.
Abundance of new products with innovative recipes offered by spirit-based RTDs
In a category that sees frequent flavour innovations, new products continued to generate interest in spirit-based RTDs among retailers and consumers, notably for recipes replicating well-known cocktails. In early 2024, MBG International Premium Brands launched two new recipes under the vodka brand ThreeSixty; Espresso Martini Cocktail und Pornstar Martini Cocktail.
The annual consumption of spirit-based RTDs is heavily geared towards summer, through festivals and other outdoor social gatherings, thereby favouring flavours with refreshing taste properties. Bacardi introduced new flavours in spring 2024 to meet this demand, Limon & Lemonade and Piña Colada, while Pernod Ricard launched Malibu Pina Colada and Havana Club Lime Mojito in March 2024.
The nascent space of non alcoholic RTDs continued to record double-digit growth in 2024, its popularity driven by the growing demand for alcohol-free cocktails to drink at parties by young adults. Among major new brands to emerge was Tanqueray 0.0 & Tonic launched in April 2024, while in spring 2025, the startup e-commerce retailer, NullAlkohol, which specialises in selling non alcoholic drinks, launched its own line of gin and tonic in metal cans.
Private label and leading player make gains
As RTDs is characterised by intense price competition, chained discounter Aldi strengthened its position as the largest player in 2023 with its private label line. It benefited from the strong footfall in discounters during the year as consumers became increasingly price conscious following the contraction of the German economy.
The largest player in spirit-based RTDs, Brown-Forman Deutschland, increased its lead in 2024 as it benefited from the implementation of a high-profile co-branding agreement with The Coca-Cola Co to offer a co-branded whisky-based RTD range featuring the Jack Daniel’s and the Coca-Cola brands.
PROSPECTS AND OPPORTUNITIES
Co-branding with soft drinks may help rtds target a broader audience
Launching co-branded products is expected to become more commonly used among RTDs players and is expected to contribute to increase the consumer base of RTDs, by leveraging the brand awareness and marketing expertise of well-known soft drinks.
Following its partnership with Jack Daniel’s in 2023, The Coca-Cola Co and Pernod Ricard introduced a vodka-based RTD bearing the brand names of Sprite and Absolut in several European markets, including Germany, in April 2024. Unlike in other European markets, a Sprite Zero variant is also available in Germany, addressing the expected rise in the demand for low calorie RTDs. Low calorie is likely to become a more common attribute among spirit-based RTDs, following the popularity of Jim Beam & Cola Zero.
Healthier positioning set to become increasingly prevalent
While RTD manufacturers are expected to continue innovating in terms of fruit flavours, they may increasingly focus on products positioned as healthier than most other alcoholic drinks by offering lower alcohol content and with recipes naturally low in sugar. Examples of RTDs with low alcohol and low sugar recipes include the Calow brand by German startup Calow, which launched a range of wine-based RTDs available in four flavours with an alcohol content of 4% in spring 2024. The company states that its recipe contains 90% less sugar than RTDs with a similar positioning.
Premiumisation strategies to be increasingly explored by RTD producers
Premium RTDs remain a niche with untapped growth opportunities, which players are likely to explore over the forecast period. Following the success of the cola flavoured variant, Brown-Forman’s Gentleman Jack range was extended in early 2023 with the launch of the Whiskey Sour recipe, positioned as a premium alternative to other whisky-based RTDs.
Wine-based RTDs may benefit from the growing popularity of apéritif drinks to focus on premium attributes including natural ingredients and sustainable sourcing. The Italian brand Vitoni Spritz, which extended its range with the spring 2024 launch of a new rosé variant, uses a traditional recipe with natural ingredients, while its production is certified as carbon neutral.