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The best-selling sports drink, Zumo, is produced by Zumospa, a food and drinks company based in Valencia, Spain. In the last financial year, Zumo contributed 30 million Euros to Zumospa’s annual sales revenue, accounting for of the company’s total turnover. It is, in fact, Zumospa’s cash cow, generating more revenue than any other of its products.

At present, Zumo is sold only in Europe. However, the sports drink market is the most rapidly growing segment of the world beverage market. Zumospa is now looking outside Spain for markets and would like to make Zumo a global brand.

Zumospa needs to reposition it for the global market. Initial research suggests that Zumo is perceived as a Spanish drink and its close identification with Spain may not be suitable when developing a global brand.

What can be inferred from the article?( )