RTDs - the fad tag still sticks

By Chris Brook-Carter | 8 October 2002

Smirnoff Ice and Bacardi Breezer are among the most important brands in the drinks industry at present, bringing growth to other wise flat beer and spirits markets. However, the RTD has never been able to shake off the fear that it is only a fad, liable to come crashing down around the industry's ankles. Chris Brook-Carter discusses why this otherwise buoyant market is attracting so much gloom.

just-drinks articles are only available to registered users and members.

Join now for increased access

There are various access options to choose from. All provide instant access to the latest news, insight and expert analysis.

If you’re already a member, login here.

Smirnoff Ice and Bacardi Breezer are among the most important brands in the drinks industry at present, bringing growth to other wise flat beer and spirits markets. However, the RTD has never been able to shake off the fear that it is only a fad, liable to come crashing down around the industry's ankles. Chris Brook-Carter discusses why this otherwise buoyant market is attracting so much gloom.

  • Unlimited access to all the latest global beverage news and insight
  • Expert analysis that puts the news into context
  • Exclusive interviews with leading industry figures
  • Monthly management briefings with detailed analysis on hot topics
  • Personalised RSS feeds and email newsletters
  • 10-year archive of news, insight and intelligence
  • Discounts on just-drinks market research
  • Plus much more

If you’re already a member, login here

Not what you were looking for?

Search just-drinks:

More articles related to this one

US: Diageo unveils Tanqueray marketing plan
Diageo is to launch a national advertising campaign for its gin band Tanqueray in the US.

US: New Bacardi Silver launched by A-B
Anheuser-Busch has revealed plans to launch a new variant in its Bacardi Silver range.

COLOMBIA: Diageo launches new look for flagship
Diageo is looking to change the image of one of its flagship brands in Colombia.

just-drinks tagline

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page