In this era of rapid changes consumers have become less brand loyal and are always looking for the new “in” product As the result of these changing preferences chances for new products are steadily rising. The range of aperitifs has remained unchanged for at least twenty years, sales of products like Sherry and Vermouth are steadily in decline. This article investigates the chances of a hitherto little known product in the UK, namely Pineau des Charentes. It also reports on research carried out amongst producers in the Pineau producing area into factors that could influence the success of Pineau.
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