Research in Focus - Race to Innovate Blurs Drinks Category Lines
By Sophia Holliday, global innovations & trend consultant at The IWSR | 15 October 2014
The increasingly fast-paced rise and fall of trends is having a major impact on the global drinks market. Consumers have begun not only to expect, but also demand, the continued innovation of categories and products, according to the IWSR's Global Trends Report 2014.
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