Management Briefing

BRIEFING: The global market for liqueurs, cordials and bitters

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Versatile and easy to drink either in cocktails, long drinks or just 'on-the-rocks', liqueurs - or cordials, as they are known in the US - and bitters remain popular with consumers worldwide. This month's briefing examines the major brands within the liqueur, cordial and bitters categories, and identifies the leading markets for each sector. It provides global sales figures from 2000-2004, brand history and development including details of marketing and promotion, and distribution. Comments from top industry executives provide an insight into how they achieve success through creative brand extensions and advertising campaigns.


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