Whitbread rejigs alcopop launch for ‘adult’ appeal

Whitbread has renamed its new range of premium alcoholic soft drinks, following public outrage over the alleged targeting of “alcopops” at children.

The brewer has altered the packaging for the range of three alcoholic drinks, called Shott’s, and dubbed the range “Alcoholic Seltzers”.

Seltzers are carbonated water drinks aimed at adults, and marketed in flavours such as raspberry and vanilla.

By using the Seltzer tag, Whitbread claims the drinks are positioned at the adult market.

The new “Alco-Seltzers”, which are 5.3 per cent proof, come in three flavours, Lemon Jag, Vanilla Heist and Cranberry Crash.

The drinks industry was attacked last month for the advertising, packaging and imagery of the alcopops, with Bass’ Hooper’s Hooch coming in for particular criticism.

Bass is believed to be introducing new packaging for the alcoholic lemonade, and will simply call it alcoholic lemon.

The Portman Group, the drinks industry body set up to promote sensible drinking, is trying to defuse public criticism with a code of conduct restricting the way the drinks are marketed.

One trade source says: “Whitbread has gone for the adult market with adult flavours, but after recent saturation of the alcoholic soft drinks market, I am reticent as to whether the sector will be able to expand further.”