Are Alcopops On Their Way Out?

By Tom Posted on June 01, 2011 Leave a comment

Do you remember 10 years ago, alcopops in bars and clubs were all the rage? Especially for the female demographic, sales for Bacardi Breezers, WKD and Smirnoff Ice seemed to be at their peak, but nowadays you don’t see many people opting for these sweet, low alcoholic beverages. We wonder why? Is it because they are seen as ‘uncool’ now by younger drinkers? Is today’s health-conscious population discouraged by the incredibly sweet flavours? Or have these products suffered because of the recent economic downturn?

We reckon it may be a combination of all these factors. If this market is to survive in 2011 and onwards, it needs a revamp. Whether it be through promotion, clever advertising or packaging, and possibly reducing product sugar levels, something needs to be done. Opposition has welcomed this decline as alcopops have often been blamed for underage binge drinking, although Mintel’s research showed in 2005 that young adults were searching for more sophisticated options such as wine, cider and cocktails.

It seems that alcopops were a fad from the nineties aimed at a fickle, young market, interested in trying something new and fashionable. In the present climate, this may work again if these drinks were seen as stylish and sophisticated once more.

As a plan of action, these products should start to play to their strengths. For example, they have had such a predominantly female appeal, and rather than avoid an overly feminine style, perhaps focus on this sector and explore modern, elegant packaging. Customers have previously described current packaging as ‘tacky’ and ‘girly’, and instead their impression should be ‘stylish indulgence’, enticing further purchase.

Well, let’s see if these RTD companies will react….

References:

http://news.scotsman.com/alcoholandbingedrinking/Alcopops-in-decline-as-teenagers.2676612.jp

http://www.foodmanufacture.co.uk/Business-News/Alcopops-and-wine-sales-bomb-research-indicates

http://www.brandrepublic.com/news/209394/P-ampI-Challenge-Alcopops—First-Aid-Alcopops/