Squash is going posh. In an adult soft drinks market that’s seen value growth of just 1.1% on volumes down 3.3%, premium fruit cordials are flying, having grown by 20.8% on volumes up 16.4% [Kantar].
I don’t believe adult drinking before and during kids’ games is a new phenomenon. But it’s becoming more prevalent. Many school officials/cleanup crews say they’re finding more nips ...