Real men don’t drink RTDs
Discerning drinkers (who they?) seem to be losing their taste for RTDs or FABs because they are seen as "too girly" and "too mainstream" according to market research firm Datamonitor. A new report from Datamonitor reveals that flavoured alcoholic drinks’ (FABs) explosive growth is finally running out of steam.
The UK is still Europe’s largest market, worth GBP1.4 billion (USD2.6 billion), but in 2003 the market experienced a volume growth of only 6.3 percent, compared to 19.3 per-
cent in 2001 says Datamonitor. Young drinkers (18-24 year-olds), who account for 41 percent of total sales value, are losing their taste for the sweet fizzy drinks. Datamonitor forecasts FAB’s sales to decrease by 23 percent to GBP1.1 billion in 2008.8 to EUR0..
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