Free Submission Public Relations &
Deutsch English

Rtds/High-Strength Premixes in Denmark

Denmark high-strength premixes market: Diageo the key player in 2012 with Smirnoff Ice brand

Print article Print article
2014-01-28 12:29:03 - Rtds/High-Strength Premixes in Denmark - a new market research report on

The Denmark high-strength premixes market is led by Diageo which promotes Smirnoff Ice and held a 47% volume share in 2012. Bacardi-Martini, followed in second place with a 44% volume share, thanks to the success of its Bacardi Breezer brand. Both companies built their positions on strong and active product advertising and wide distribution via both off- and on-trade channels.

RTDs/high-strength premixes recorded dynamic growth in 2012. The category is very immature and manufacturers underpinned growth by targeting the younger consumer groups of teenagers and consumers in their twenties. This group, to an increasing extent, has a proportionally higher share of female drinkers and is less inclined towards beer than previous generations. Product introductions, such as Smirnoff Ice Light and Garage



Hard Lemonade, targeted young female and young male consumers, respectively.

Manufacturer product innovation and promotional campaigns aimed at consumers under 30 years of age are expected to underpin the dynamic sales growth of RTDs/high-strength premixes over the forecast period. The producers of international brands, Bacardi Breezer and Smirnoff Ice, are likely to continue investing in the category. Moreover, the leading beer manufacturers, particularly Carlsberg, in response to declining beer sales, are expected to step up product innovation further in categories, such as RTDs/high-strength premixes, as they look for ways to address the changing preferences of young consumers.

Click for report details: ..

Browse all Food and Drink Market Research Reports ..

Browse all Food and Drink Company Profile Reports ..

Browse all Latest Market Research Reports ..

About Us is a leading online business information aggregator with over 300,000 market reports and company profiles available to our clients. Our extensive range of reports are sourced from the leading publishers of business information and provide clients with the widest range of information available. In terms of company profiles,’s online database allows clients access to market and corporate information to over 100,000 different companies. We provide clients with a fully indexed database of information where clients can find specific market reports on their niche industry sectors of interest.

Mike King
Phone: London: +44 (0) 203 086 8600

Disclaimer: If you have any questions regarding information in these press releases please contact the company added in the press release. Please do not contact pr-inside. We will not be able to assist you. PR-inside disclaims contents contained in this release.
Latest News
Read the Latest News


Terms & Conditions | Privacy | About us | Contact