New Market Report: Sports and Energy Drinks in Colombia
Sports and energy drinks saw strong innovation that brought energy drinks to a mass audience and was importantly responsible for the 12% volume growth in 2012. Vive 100, an energy drink from Quala, took a beverage that was consumed mainly by upper-middle and higher-income levels to low-income groups, or the base of the pyramid. Its low price dramatically lowered the average unit price of energy drinks by 22% in 2012. High volume sales of low-priced products is the key strategy...
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