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RTDs - the fad tag still sticks

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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.


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