The rise of the RTD - fad or fabulous?
By Chris Brook-Carter | 19 March 2002
The ready-to-drink sector has transformed the drinks industry. In 18 months Diageo alone expects 15% to18% of its business to come from products that did not exist three years ago. But will this phenomenon blow itself out, burning millions of dollars as it goes, or is it here to stay? Chris Brook-Carter examines the arguments.
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.
The ready-to-drink sector has transformed the drinks industry. In 18 months Diageo alone expects 15% to18% of its business to come from products that did not exist three years ago. But will this phenomenon blow itself out, burning millions of dollars as it goes, or is it here to stay? Chris Brook-Carter examines the arguments.
- 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
More articles related to this one
US: Legg Mason cuts Anheuser rating
Equity analyst Legg Mason has downgraded its rating of the US brewer Anheuser-Busch from "hold" to "sell" after the company issued a statement saying it expected sales below previous estimates.
US: Anheuser domestic volumes below expectations
The US brewer Anheuser-Busch Cos has reported first quarter 2005 domestic beer volumes below previous expectations.
UK: Diageo launches global ads for Smirnoff Ice
Diageo is to launch a new global advertising campaign for Smirnoff Ice. The first ad in the global campaign, 'Garden', launches in Great Britain on April 11th on terrestrial and satellite TV.
