New Market Report Now Available: Rtds/High-Strength Premixes in Uruguay
In 2011 and 2012, fashionable drinks, such as Mojito and Caipirinha, which previously had to be prepared from their basic components, became widely available in the off- and on-trade (Bacardi Mojito and Smirnoff Caipiroska), boosting the sales of high-strength premixes. The launch in late 2011 of Smirnoff Ice, the vodka-based RTD from Diageo Uruguay, was even more significant and was the first spirit-based RTD to succeed in an otherwise and, prior to the launch, stagnant category.
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