FCUK’s
move into the premixed spirits market is easy to understand. The quantity of
alcohol drunk by young adults is increasing in most parts of Europe, but the
UK is a particularly appealing market. Young Brits already consume more than
their counterparts in the majority of European countries. And while most European
markets, such as Germany and Italy, are barely growing, the UK market is expanding
steadily and should exceed 3 billion liters by 2004.
Young adult alcohol consumption (million liters), legal drinking
age-35
|
1999
|
2004
|
|
| Italy |
1609
|
1657
|
| Germany |
4433
|
4550
|
| UK |
2677
|
3027
|
|
Source:
Datamonitor, 2001: “The Young Adults Drinks Market” |
||
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