As the fiscal and social maelstrom of the Great Recession started to show signs of abating, projections in October 2009 for the alcoholic drinks industry were relatively positive as most leading economies returned to growth. Nevertheless, while a relative resurgence was indeed witnessed in a number of markets and categories, financial clouds are still ominously dotting the horizon in the form of spiralling country deficits, plummeting consumer confidence and unemployment rates stubbornly stuck in the high single digits. Euromonitor International’s latest global briefing ‘Alcoholic Drinks: Changing Growth Scenarios and Corporate Responses’ serves as a compass in the still troubled international operating landscape, pinpointing opportunities and pitfalls amidst the post-recessionary clutter. Spiros Malandrakis investigates.
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