Recently Released Market Study: Sports and Energy Drinks in Austria
Young adults in 2012 opted for the extra energy and kick provided by sports and energy drinks, driving the category towards a 9% increase in off-trade volume terms and a 7% gain in value terms. Even when meeting up with friends at home, they liked to mix energy drinks with alcoholic beverages to make mixers such as "Flugerl", which consists of Red Bull and vodka. During the day, they opted for energy drinks to help them stay awake at work...
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