FCUK's move into the premixed spirits market is easy to understand. The quantity of alcohol drunk by young adults is increasing in most parts of Europe, but the UK is a particularly appealing market. Young Brits already consume more than their counterparts in the majority of European countries. And while most European markets, such as Germany and Italy, are barely growing, the UK market is expanding steadily and should exceed 3 billion liters by 2004.

Young adult alcohol consumption (million liters), legal drinking age-35

1999
2004
Italy
1609
1657
Germany
4433
4550
UK
2677
3027
Source: Datamonitor, 2001: "The Young Adults Drinks Market"

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