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If the drinks industry is to respond to demands from consumers for more variety across its product portfolio, it has to be prepared to put greater emphasis on improving supplier collaboration across all elements of its supply chain, says Crispin Mair, Director at supply chain consultancy Crimson & Co. Historically, supply chains operating in the drinks industry have lacked flexibility due to the range of products in their portfolio remaining very stable. However, changes in consumer behaviour have seen a greater demand for more variety from drinks firms across their product range.

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