UK: New Diageo Blend Redefines The Market

The decision by Diageo to merge the management of Guinness with UDV signals a major change in the way that beverage companies perceive the alcoholic drinks market, believes beverage research specialist, Canadean.By integrating Guinness with its spirits brands, Diageo has suggested that Guinness can be perceived as a "Ready to Drink" (RTD) alcoholic beverage, rather than merely as a beer brand.

The decision by Diageo to merge the management of Guinness with UDV signals a major change in the way that beverage companies perceive the alcoholic drinks market, believes beverage research specialist, Canadean.By integrating Guinness with its spirits brands, Diageo has suggested that Guinness can be perceived as a “Ready to Drink” (RTD) alcoholic beverage, rather than merely as a beer brand.

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