A leading drinks boss has accused the multiples of crashing the once lucrative ready-to-drink market through severe discounting on beers and wines.
Karen Salters, marketing director at WKD producer Beverage Brands, also accused rival brewers of “stirring it up” as the battle for sales between rival drinks categories intensifies.
Salters’ comments come as The Grocer today reveals that take-home sales of RTDs, dominated by brands including Bacardi Breezer, Reef and Smirnoff Ice, have plummeted by 9% over the last year to below £300m. In contrast, sales of wines grew by 5% over the same period, while beers fared even better, up 6%. “There have been some incredible levels of discounting on wine by the multiples and it’s generally the same female market as that going for RTDs,” said Salters.
She added: “We know there’s no one stirring it up more than the beer guys. They’re rubbing their hands with glee that the category is in decline.”
The decline has been exacerbated by frantic rationalisation by retailers with the likes of Sainsbury, Somerfield and Booths cutting back.
>>p43 Focus on RTDs
Karen Salters, marketing director at WKD producer Beverage Brands, also accused rival brewers of “stirring it up” as the battle for sales between rival drinks categories intensifies.
Salters’ comments come as The Grocer today reveals that take-home sales of RTDs, dominated by brands including Bacardi Breezer, Reef and Smirnoff Ice, have plummeted by 9% over the last year to below £300m. In contrast, sales of wines grew by 5% over the same period, while beers fared even better, up 6%. “There have been some incredible levels of discounting on wine by the multiples and it’s generally the same female market as that going for RTDs,” said Salters.
She added: “We know there’s no one stirring it up more than the beer guys. They’re rubbing their hands with glee that the category is in decline.”
The decline has been exacerbated by frantic rationalisation by retailers with the likes of Sainsbury, Somerfield and Booths cutting back.
>>p43 Focus on RTDs
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