Business challenge With the worldwide ready to drink (RTD) tea and coffee market expected to reach over $116 billion by 2024, it’s a huge area of opportunity for established drinks industry giants and agile new entrants alike. Driven by a surge in demand for healthy drinks across the region, a significant amount of the RTD market’s growth is expected to happen in Europe – at a predicted 5.4% CAGR over the next five years. Motivated by this growing opportunity, a global beverage brand was ready to expand more into EMEA, with a particular focus on becoming a market leader in key Western European countries including the UK, France, Germany and Spain. The brand came to The Smart Cube with the aim of expanding its RTD business in EMEA over the next five years. The initiative was lead by

Join for free to read