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The global alcoholic drinks industry post a volume growth of just below one percent in 2013, where maturity in developed markets has been exasperated by slowdowns in emerging markets to the point of decline in Brazil. However, there were some positives in the industry. Although beer in mature markets saw declines, the craft beer trend is assisting value sales as it reaches new markets. Spirits and wines in developed markets on the whole performed better than beer, spurred by Millennials’ interest in mixology and experimentation. As consumers experiment in their search for originality, companies should innovate and diversify their portfolios.

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