Cocio is about to launch what is likely to be the most controversial ready-to-drink (RTD) product yet.
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It is chocolate milk laced with a choice of vodka or cognac, aimed at the young drinker who has no taste for tradition alcoholic drinks.
Cocio Chokolademælk A/S is hoping to cash in on the lucrative national RTD market that has exploded after the introduction of Smirnoff Ice and Bacardi Breezer a few years ago.
According to newspaper Politiken, the Danish industry believes about 24 million bottles of sweet RTD alcoholic beverages were sold last year, contradicting a British study estimate of nine million.
Cocio has tried to pre-empt critics by saying the new product will be clearly marketed to a mature (18-25, mostly female) audience, and will have a different name and look from their classic chocolate milk.
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By GlobalData
