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Rtds/High-Strength Premixes in Brazil

Brazil high-strength premixes market: Diageo the key industry player

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2014-01-21 18:53:02 - Rtds/High-Strength Premixes in Brazil - a new market research report on

Diageo continues to dominate RTDs/high-strength premixes. Smirnoff Ice enjoys high popularity among consumers, particularly young adults, who like to drink a fresh and sweet alcoholic drink. In order to increase its penetration in product area, Diageo launched three new flavours of Smirnoff ice, passion fruit/lemon, apple/cinnamon, cranberry/lemon, in 2012. These new flavours received strong marketing support, including TV advertisements. Consumers have responded favourably to the new flavours, especially women, who tend to prefers sweet and fruit-flavoured alcoholic drinks.

RTDs/high-strength premixes recorded a 7% increase in total volume sales in 2012. This was faster than the higher review period CAGR, although slower than in 2010 and 2011. Spirit-based RTDs continued to drive sales, mainly due to the investment of leading players in



innovative flavours. For example, Diageo released passion fruit/lemon, cranberry/lemon, and apple/cinnamon flavours in May 2012.

RTDs/high-strength premixes is expected to post a 9% total volume CAGR over the forecast period, mainly driven by spirit-based RTDs such as Smirnoff Ice. Spirit-based RTDs are likely to remain very popular among 18-25-year-olds due to their sweet flavour.

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