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1.0 Macro Environment of the UK Drinks Industry The UK drinks industry is a £16 billion a year business with many different brands, markets and products, thus making the competition very intense, the industry is also affected by social and economic factors. The drinks industry contains various markets those being beer, spirits, wines etc, however these are all highly competitive with many products within them, and thus some are used as substitutes for others for example some consumers may prefer to buy beer to wine, and therefore can affect the sales of products in other markets. With the industry having many markets such as spirits, beer etc social factors have a large impact upon them, whereby peoples tastes and fashion have affected the sales of many products, this has been highlighted where Dickinson's department have been trying to make potential new drinks, but with the social factors involved they want a product...

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