date:Sep 13, 2012
nk (RTD) beverages. This has have helped grow the scale of the entry-level drinker segment, especially among women.
RTD beverages have been good for the industry in the sense that they have helped many firms get off the ground. They now have to transition to higher-value, super-premium products for their next stage of growth, Morris said.
Brands like 42 Below, a premium vodka, have already entered this next stage, having already been acquired by Bacardi in 2006 for US$90m, along with newly de