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Drinks giants shake-up premixed cocktail market with premium drive

Seb Joseph

For years the ready-to-drink (RTD) category has been blighted by associations to the nation’s binge-drinking troubles. However, product innovations from drinks makers such as Diageo, Pernod Ricard and Funkin are now looking to establish the category, in particular premixed cocktails, as a more premium, healthier alternative to beer and wine for the growing number of at-home drinkers.

Pamela Anderson Dreamscape Networks Banned Ad

Pamela Anderson ad ‘degrading to women’

Lara O'Reilly

A TV ad featuring an office worker’s fantasy of Baywatch star Pamela Anderson writhing in a bikini and covered in cream has been banned by the advertising authority on the basis it was “sexist” and “degrading to women”.

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