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Rtds/High-Strength Premixes in Denmark

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


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

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.

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