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Fast-Growing Malternatives Threaten Grape Expectations

Nov 2002 Issue of Wine Business Monthly
While wine companies focus on their competition, they typically look at other wine companies, but many may be overlooking a serious threat to the industry's future growth. The fastest growing category of alcoholic beverages by far is so-called malternatives or RTD's (Ready to drink), malt-based, mostly carbonated beverages aimed at young drinkers; they're called alcopops pejoratively by critics. The drinks, which have about the same alcohol level as beer, take advantage of tax breaks for low-alc...
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