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The spirit of success
If there has been one undisputed champion of the UK drinks market during the past decade it has been vodka. The clear viscous liquid with no discernible colour and little in the way of aroma or flavour has won over legions of (mostly younger) consumers, and in recent years has grown to become the UK’s largest spirit category, accounting for around 28% of the UK market. The previous champion, blended whisky, has been sent sprawling on to the canvas by the young upstart and now holds just 25% of the total market (AC Nielsen total market MAT to end of December 2006). Overall, the vodka market has grown by 55% since 1997 (Euromonitor), reaching 75 million litres last year, an astonishing compound growth rate of around 5% each and every year. ...
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