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Article: Spirito axed in fight for space.(Beers--Wines--Spirits)(Bacardi Martini Services)(Martini Spirito dropped)(Brief Article)
- Article from:
- Grocer
- Article date:
- April 3, 2004
- Author:
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Copyright informationCOPYRIGHT 2004 William Reed Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Confidence in the RTD market plunged to a new low this week as market leading supplier Bacardi-Martini confirmed it was axing another brand from its dwindling portfolio in the sector.
Launched in 2001, Martini Spirito has been dropped a week after The Grocer revealed that stablemate Coomira Coast had also run aground.
The cull will enable the company to concentrate on Bacardi Breezer and a top secret new cocktail RTD which is expected to emerge in the next few months (The Grocer, January 17, p50).
Bruce Ray, director of trade marketing at Bacardi-Martini, said: "In view of the state of the RTD category we have taken a proactive approach to ...
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