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Rtds/High-Strength Premixes in Taiwan

Taiwan high-strength premixes market: Ice Fire the leading brand during 2012

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2014-01-27 03:12:02 - Rtds/High-Strength Premixes in Taiwan - a new market research report on

Ice Fire from Paolyta accounted for 39% of total volume sales in the RTDs/high-strength premixes category in 2012. This domestic player followed the imported brand, Smirnoff Ice from Diageo Taiwan, by developing local spirit-based RTDs. The four flavours under the Ice Fire brand continued to attract younger consumers´ interest in products with low-alcohol content and sweet flavours.

Overall sales of RTDs/high-strength premixes suffered from a decline in both total volume and current value terms in 2012. Spirit-based RTDs continued to post a decline, while malt-based RTDs enjoyed significant growth in 2012. With a completely new product launch in 2011, Taiwan Tobacco & Liquor developed malt-based RTDs with the Sweet Touch brand through extensive advertising and marketing. In 2012, the company launched



Taiwan Beer Fruit, in mango and pineapple flavours, and helped malt-based RTDs achieve even higher growth.

Due to the high success of Taiwan Beer Fruit over the review period, sales of RTDs/high-strength premixes are expected to record a moderate decline with a negative CAGR of 2% in total volume terms over the forecast period.

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