The RTDs/high-strength premixes category registered the second strongest total volume growth of all alcoholic drinks categories globally in 2011. New launches and category extensions led to the repositioning of RTDs as a healthier and more socially responsible category, expanding its consumer base and growing in both volume and value terms as a result. Euromonitor International’s latest global briefing looks to identify and contextualise these shifts, decipher their implications for the evolving category and point to the direction RTDs/high-strength premixes will take in response. Yoanna Ilieva, Alcoholic Drinks Analyst at Euromonitor International, investigates.
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