Australia's wonderful climate and our love of the great outdoors have been responsible for the creation of a number of Australian icons – from the Hills Hoist to the esky. To this must be added the Australian innovation of premixed spirits (or Ready To Drink).
Australians created this product as a way to conveniently access their favourite spirit when out and about enjoying the great outdoors or when visiting friends. Premixed spirits provide the convenience of a premeasured serve of spirit in a convenient package which is easily chilled and transported.
Premixed spirits are made in Australia taking the finest of the world's spirits and blending them with local mixers and packaging. In the process, crucial manufacturing jobs in the packaging and beverage industries are being supported and a valuable category for retail partners maintained.
Like all parts of the alcohol market, innovation is the key to the future as Australians are drinking less but looking for new flavours and greater product differentiation in strength and format. Whilst the overall market for premixed spirits is in a small decline, players who are introducing consumer driven products are being rewarded. Growth can be seen in mid strength, lower sugar and premium full-strength products as well as in on premise formats.