Which Brands Did RTDs Tap for Share?

In a fascinating report by UBS Warburg analyst Caroline Levy, RTDs captured 3% of the beer market in 2002. We all know that. But what was fascinating was it was 50% or more of the beer industry's growth. So when you're looking to cycle that 3% growth this year, how will you replace malternatives that are soft? Caroline's research shows imports.SMIRNOFF ICE. Interestingly, however, the big SI took it's largest volume from MGD, according to an IRI study. That is