Malternative Update

So who is winning the malternative war, and why, and are malternatives still a viable category? Well, it's not dead, it's just fragmenting. Malternatives as a category are down this year about 6%. But it is interesting to see which brands are successful this year, and which are struggling.DIAGEO STILL THE KING. The king of malternatives, that is. Of the top 10 malternatives sold in supermarkets, Diageo owns six, according to IRI scans. You'll recall that the original Smirnoff Twisted