In an interview, AB InBev CEO Michel Doukeris talked about the trend of consumer preferences for new beverages in addition to beer, hard liquor and wine. For example, he mentioned a beverage that$$s made with wine but looks like a cocktail, called BuzzBallz. Applying the industry analysis on the beer industry, which force was he talking about when he mentioned hard liquor, wine, and the new beverages?

Group of answer choices

threat of new entrants.

rivalry among existing firms

Threat of substitutes

bargaining power of suppliers.

bargaining power of buyers.