As the beverage alcohol industry has consolidated over the decades, there has always been tension between the global and the local: multinationals with fat budgets and sophisticated distribution chains can create formidable routes to market but do they possess enough insight about individual countries to exploit influential consumer trends?
Why the prudent will prosper as the RTD boom continues
There will be huge opportunities within the diverse RTD category for businesses of all sizes – but wise companies will take a moment to think through their plans.