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More sophisticated products such as fast-rehydration drinks are becoming popular especially in Japan where stamina enhancing sports drinks with added ingredients to aid performance are becoming more popular. Wellness and nutraceutical drink products are increasingly being targeted at specific segments of the population for example age gender lifestyle and particular health conditions. Examples include Sunny Delight for children and drinks for women. Targeting specific segments of the population has been the motivation for many new products such as women-specific products issue-oriented products for example prostate and breast cancer prevention. At present the sports drink market is the most mature and therefore presents little opportunity for growth which has become apparent already in the US and Japanese markets.
Mexico is the #1 importer of US products in the world. There is a need for all types of products including energy drinks beer water flavored water wine soda and spirits. Yes Coca Cola (FEMSA) is in Mexico as is Pepsi Cola Nestle and other very large companies the largest that is. But that s it. Nobody of the other US or European beverage players are there. We re talking a growing emerging economy of $1.3 Trillion US dollars. We re talking the gate to the rest of Latin America the third largest economy in the world! The Beverage Industry and all Beverage Companies have to make Mexico their number 1 priority. It has all the ingredients of a great customer. It has a great infrastructure including roads and ports to ship truckloads of products many beverage distributors selling to supermarkets and convenience stores and more than 500 000 stores willing and able to buy new products throughout Mexico.
Later the focus shifted from households to full scale production at breweries. This also provided people with employment opportunities as they could start working beverage jobs in a growing industry and by the end of the era people had mastered the art of brewing and distilling alcoholic drinks. Period of Renaissance Brewing became a full time occupation and masters of the art would pass down the techniques to their heirs. The advancement in technology proved beneficial to the beverages industry as it brought about new innovative ways of making alcohol alcoholic beverages were much purer now and drinks such as gin and brandy were made for the first time. American Revolution Alcohol consumption was now at its peak and the beverages industry was thriving drunkenness was common and it wasn t until the war that efforts were made to curb the use of alcohol.