Management Briefing

BRIEFING: The Global Market for Liqueurs and Cordials

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Thousands of liqueur brands are produced in many countries in most regions of the world. The international market for liqueurs has not shown any sort of exceptional growth over the past five years, however, beverage companies are starting to introduce new brands, variants and packaging to try and find new consumers both young and old for their brands. As in other categories many of the leading producers are using TV advertising, but over the past few years Diageo has also shown that innovation is certainly one of the company's strengths especially with its global priority brands. 2002 saw the creation of Bailey's minis, which have been really successful in the UK and have recently been launched in the US.


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