Guinness parent makes major investment in a surprising market
Guinness's parent company wants to dominate a new lucrative beverage category.
Over the previous few years, the demand for non-alcoholic beverages has increased greater than ever and adjusted right into a profitable new business. This has led a couple of alcohol manufacturing companies to create innovative products to enter the zero-proof beverage market.
Based on a collection of studies by BCG, global sales of non-alcoholic drinks make up nearly four% of the final alcohol market and are expected to grow by over 7% each year between 2023 and 2027.
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