The perils of creating new alcoholic drink brands

Nick Johnson explains that whilst there is constant pressure to develop and launch new alcoholic products successful new brand launches are very infrequent.

The Perils Of Creating New Alcoholic Drink Brands

Nick JohnsonEvo Research

The drinks industry, perhaps more than any other, lives and breathes new product development (NPD). There is a constant pressure to develop and launch new brands or line extensions of existing successes. Yet, how many truly successful new brand launches have there been recently?

If you discount 'alcopops' on the basis that while it is a successful category, few fullyfledged brands seem to have emerged and survived. The last major UK launch was Baileys, and that was 20 years ago. It looks as if we might be stuck...

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