Carlsberg-Tetley is preparing to launch a revolutionary alcopop under the codename Heavy Water.
The company is developing new technology to give the product a thicker consistency than normal alcohol. Sources suggest its consistency will be similar to melted ice-cream, and that the newly-invented substance will be the next stage in the development of the burgeoning alcopops sector.
A Carlsberg-Tetley spokeswoman says: “We are always working on a range of new products, some of which make it to market and some of which don’t. There is a launch planned for the next month or so, but we can give no further details.”
It has been suggested that the new product will be part of the Lemonhead range, and one insider even suggested it was being re ferred to internally as Thickhead.
The brewer arrived late in the alcopops market with Lemonhead, six months after the other top player, Bass, launched Hooper’s Hooch. Carlsberg-Tetley has been trying to claw back the initiative with its new product development department headed by Tom Wright.
It is believed the launch of the new product has been delayed by Carlsberg-Tetley, which feared one of its competitors was well advanced with similar launch plans.