COMMENT: Diageo's premix wine gamble
By Datamonitor | 15 October 2003
Diageo's new RTD is something of a gamble. Other recent launches into the RTD market have failed because they do not offer anything new to the consumer. Diageo is using wine as the base for its new drink, to target both the need for novelty and the need for sophistication, and may be able to attract jaded drinkers.
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Diageo's new RTD is something of a gamble. Other recent launches into the RTD market have failed because they do not offer anything new to the consumer. Diageo is using wine as the base for its new drink, to target both the need for novelty and the need for sophistication, and may be able to attract jaded drinkers.
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