MarketLine Blog

Posts tagged to Drinks

SodaStream: Why it could have been a great buy for Coca-Cola or Pepsi


Although the rumors of a potential acquisition of SodaStream International Ltd. (SodaStream) by PepsiCo, Inc. (Pepsi) have recently been denied, the company remains a threat to both Pepsi and fellow soda incumbent The Coca-Cola Company (Coca-Cola). Crucially, it still has the potential to further disrupt the soda market through its challenge to traditional distribution models and enhancing consumer choice. However, the company’s razor/razorblade business model remains at odds with its competitors’, and would not have played well into either Pepsi or Coca-Cola’s long-term strategy. SodaStream’s focus on the environmentally friendly… Read more

Cherrygood Using Product Differentiation to Achieve Success within the Dwindling UK Juice and Smoothie Market


Amid a dwindling UK juice and smoothie category, Cherrygood, the UK’s first ready-to-drink cherry juice, has achieved notable market success following its launch in 2009. In its first year of operation the brand reported a turnover of £1.2m. This article will examine how Cherrygood’s unique product attributes and brand marketing have enabled it to form a point of differentiation within the UK juice and smoothie category and in so doing buck the category’s declining trend. The UK juice and smoothie category has fallen foul of cost-conscious consumers following the recession… Read more

Premium Spirits Harnessing Greater Consumer Spending Power in the Chinese Market


Rising wealth among Chinese consumers has driven the market for luxury goods. While premium imported spirits have status-symbol appeal, they are also faced with strong competition from both within and outside the category. This article looks at opportunities for international spirits manufacturers in China, and the issues that need to be addressed when strategizing market entry and/or expansion. China is a key growth market for virtually all consumer packaged goods (CPG) categories, as the sheer size and spending power of the market is difficult to ignore. For premium spirits, the… Read more

Aperol – Aligning an Authentic Italian Alcohol Brand with Contemporary Consumer Needs


Amid volume declines in spirits generally, Gruppo Campari’s Aperol brand has achieved dramatic growth since 2004, with total sales quadrupling off the back of expansion both throughout its core Italian market and into Austria and Germany. This article examines how the Aperol brand has managed to achieve strong resonance among a geographically widening range of consumers despite its focus on the premium and on-trade aspects of the alcohol market in the middle of the global economic downturn. The Aperol brand has been one of the most notable success stories in… Read more

Brazil Seizing Opportunities for Market Development in Orange Juice Sector


Brazil is the world’s largest orange grower and orange juice producer and three out of five glasses of orange juice consumed in the world are produced in Brazil. While the country has achieved a leading position in the global market due to its long history of research and investments, it is now facing the challenge of decreasing consumption rates in the most important international consumer markets for Brazilian orange juice. This article examine the reasons why consumers are replacing orange juice with other types of beverages, and what strategies need… Read more

Soft Drinks in the BRICs – China to outgrow Brazil by 2015


MarketLine’s Soft Drinks in the BRIC report reveals that Brazil is currently the largest soft drinks market amongst the BRIC nations, with market revenues of $28,726 million in 2010.  However China’s rapid growth (bubbling away at 14% between 2006 and 2010), is expected to propel the nation to the head of the BRIC Soft Drinks pack by 2015. BRIC SOFT DRINKS INDUSTRY OUTLOOK BRIC soft drinks industry, revenue($m), 2006–15     Source: MarketLine Brazil, Russian Federation, India and China (BRIC) are the emerging and fast growing countries within the soft… Read more