Supermalt: The Curious Case of Benjamin Button
Principal author: Saad Saraf, Mediareach AdvertisingContributing authors: Sanjay Shan, Ruzanna Merti and Geghani Abramian, Mediareach Advertising
Background:
Supermalt is a leading non-alcoholic and caffeine-free malt drink that has been available in the UK and worldwide for over 25 years. It falls between energy and nutrition drink category. It is considered the iconic founder of the malt drink category in the UK, and has also become synonymous with African and Caribbean culture. It's not a surprise that these consumers groups account for the highest penetration and consumption of the product.
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