A bloke thing
Real men may not eat quiche, but in Australia they go for pre-mixed spirits, malternatives, or Ready-To-Drink mixes or whatever you like to call those girlie drinks which taste so sweet that you can’t feel the alcoholic bite. Figures released by the Distilled Spirits Industry Council of Australia show that men account for 6 times as many sales of pre-mixed drinks than women. That’s why Australian brewer Lion Nathan decided not to leave this segment unattended for much longer. It set up a new company, Indio Beverages, to expand its product range beyond the beer market. In March, Lion Nathan released three new RTD brands - Nitro, Axel, ESPI Spritzer - which contain guarana, ginseng and caffeine among others..
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