More and more consumers are drinking "Flavoured Alcoholic Beverages" or FABs, (also known as Ready-to-drinks - RTDs, Pre-packaged-Spirits - PPSs, and malternatives in the US) the fastest growing category in the alcoholic beverage industry. While the brands may be allocated to differing sectors, according to drinking culture and market development, the United Kingdom provides the main focal point, but they are present across the remainder of West Europe and North America and are well established in many markets south of the equator.