The Next Round: What happens after you change your drinking?
No longer a marginal category, the non-alcoholic sector is seeing exponential growth in the market with the giants of the soft drink and alcohol categories looking to take share, as well as hundreds of new to world brands.
In this gold rush, it’s easy to presume the audience landscape is straight forward, that this is a category for people who don’t drink. Well, it is not.
As advocates for the emerging category, The Mix Global and Club Soda have brought together their expertise in the sector to support brands to get it right for audiences – to get specific on their positioning so that the category really delivers for all audiences on their No & Low journey.
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