What is a RTD (Ready-To-Drink)?
Ready-to-drink (RTD) and Premium Packaged Spirits (PPS) constitute the latest trend in alcohol product consumption patterns of young consumers worldwide. They are one-serving, premixed products aimed at young males and females, innovative and open to new taste experiences. After a very successful experience with SKYY Blue, the RTD launched by Skyy Spirits in early 2002 and today one of the leaders in this segment in the United States. In the summer of 2002 the Campari Group introduced Campari Mixx in Italy and Switzerland and Cinzano Five in South Africa. In March 2003 Campari Mixx was introduced also to the Austrian market. From June 2003 to 2004 the line extensions Campari Mixx Orange, Campari Mixx Lime and Campari Mixx Peach were launched in Italy. Campari Mixx is a refreshing Campari-based drink, with a pleasantly fruity flavour and a revolutionary taste and packaging. Low in alcohol (6.5%), Campari Mixx, can be drunk straight from the bottle, making it a trendy alternative to beer
