Perez: alcopops not dead
Alcopops are not dead and the market still has a big future.
Perez: alcopop market has grown up
That's the view of Global Brands boss Steve Perez as its Ready To Drink (RTD) brand VK Vodka Kick marks its 10th anniversary.
“The RTD isn’t dead, it’s just grown up — but it still knows how to have a good time," said Perez.
"And placed in the right business at the right price, RTDs definitely have a future. The last 10 years have been both a challenging and rewarding experience for the VK brand, but we’ve transformed into a key player within the category and the third biggest RTD brand in the country."
He added: "The RTD market has come in for a bit of bad press in recent times, but VK shows no signs of slowing — in fact we’ve increased our sales year on year."
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