AUS: Diageo woos older drinkers from wine to spirits
AUS: Diageo woos older drinkers from wine to spirits
Apr 25, 2011 6
DIAGEO believes it can beef up its dominance of the spirits market through a new range of beverages, such as ready-to-serve bottles and premium cocktails in two-litre boxes, as drinkers increasingly opt for spirits instead of wine and beer.
This year Diageo, Australia's largest spirits maker with a one-third share of bottled spirits and premixed drinks, has more than doubled the market growth of the ready-to-drink spirits category.
Growth has been helped by Queensland in particular, rebounding from the floods in December.
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