Market Report, "Rtds/High-Strength Premixes in Denmark", Published
RTDs/high-strength premixes recorded dynamic growth in 2012. The category is very immature and manufacturers underpinned growth by targeting the younger consumer groups of teenagers and consumers in their twenties. This group, to an increasing extent, has a proportionally higher share of female drinkers and is less inclined towards beer than previous generations. Product introductions, such as Smirnoff Ice Light and Garage Hard Lemonade, targeted young female and young male consumers,...
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