Abstract
This report assesses the state of the alcoholic mixables market since the last Mintel report was published in August 2006.
Over the last two years volume sales have stagnated as a result of consumers moderating their alcohol intake and the value of the market has declined due to heavy discounting in the off-trade.
Whilst spirit-based mixables like Pimm' s and Malibu have performed well, aromatised wines face the on-going challenge of making themselves relevant to today' s consumers.
Key themes of the report:
- Health concerns and anti-binge drinking campaigns are causing consumers to reduce their alcohol intake.
- How can manufacturers attract men to the category?
- Aromatised wines need to appeal to younger consumers in order to grow.
- Manufacturers need to embrace innovations seen elsewhere in the alcoholic drinks market to enliven the category.
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