Competitive Landscape
Stëlz Bv Transforms a Fragmented Rtd Market through Rapid Hard Seltzer Growth
Between 2020 and 2025, RTDs in the Netherlands shifted from being fragmented to highly concentrated, driven by explosive growth from Stëlz BV and significant changes in the competitive order. In 2020, the largest company by total volume share was Diageo Nederland with 25%, closely followed by Bacardi-Martini Nederland at 13%, and no single brand dominating the landscape.
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Overview:
Understand the latest market trends and future growth opportunities for the RTDs industry in Netherlands with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the RTDs industry in Netherlands, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The RTDs in Netherlands report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of RTDs in Netherlands?
- Where is consumer demand for RTDs focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Netherlands?
- How are products distributed in Netherlands?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Rtds in the Netherlands - Category analysis
Key Data Insights
Rtds Summary
Rtds Surge as Hard Seltzers, Innovation and Investment Drive Exceptional Growth
Innovation and Brand Extensions Drive Growth across Rtd Subcategories
Health-Conscious Consumers Drive Demand for Premium and Non-Alcoholic Rtds
Rtds Is Set for Sustained Double-Digit Growth as Cocktails Reach the Mainstream
Hard Seltzers Are Set to Drive Rtd Growth as Spirit-Based Formats Mature
Innovation and Soft Drinks Crossover Trends Will Drive the Next Phase of Rtd Growth
Stëlz Bv Transforms a Fragmented Rtd Market through Rapid Hard Seltzer Growth
Supermarkets and Specialists Expand Hard Seltzer Reach with Targeted Distribution
Retail E-Commerce Accelerates as Shoppers Drive Trial Purchases Online
Alcoholic Drinks in the Netherlands - Industry Overview
2025 Developments
Key Data Insights
Volume Contraction and Value Growth Highlight Changing Dynamics in Alcoholic Drinks
Beer Retains Its Dominance While Rtds Emerges as the Most Dynamic Category
Market Polarization and the Nolo Revolution Reshape Alcoholic Drinks Consumption
Moderation and Premiumisation Are Set to Reshape Alcoholic Drinks as Nolo Products Drive Growth
Rtds Is Set to Outperform through Innovation and Moderation Trends
Investment in Innovation and Nolo Portfolios Will Redefine Growth Potential
Heineken and Ab Inbev Maintain the Lead Amid Shifting Consumption Behaviours
Stëlz Bv Accelerates with Heineken Partnership and Hard Seltzer Innovation
Supermarkets Remain the Dominant Channel, Supported by Affordability and Value-Driven Shopping
Retail E-Commerce Emerges as Fastest-Growing Channel Driven by Convenience, Selection and Value
Warm Summer Boosts On-Trade as Price Concerns Limit Future Gains
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Aldi Elevates Beer Offerings with Affordable Speciality Launches
Stëlz and Hard Seltzers Drive Growth through Distribution Expansion
Country Reports Disclaimer
The following categories and subcategories are included:
RTDs
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
RTDs
RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our RTDs research and analysis database.
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