Kids are pressed toward alcopops

I write with reference to “Alcopops are tops with kids, survey claims”, (MW 1 November).

Are we supposed to be truly surprised by this claim? Ever since the release of alcopops they have received an enormous amount of negative publicity with regard to their teenage appeal. Surely this has a “reverse-psychology” effect on the inquisitive and daring nature of the average teenager, who enjoys rebelling against the morals of our society. Anything carrying an “immoral” tag has an immediate appeal.

Music is another example of this. If a record is banned form the air-waves, the controversy that surrounds it sends the record straight into the top ten, if not to number one.

I think alcopops are a refreshing alternative to the alcohol market and to ban them for supposedly encouraging teenage drinking would be wrong. The problem lies neither with the manufacturers of these drinks nor the teenage consumer market. Instead the problem lies with the constant press harassment of alcopops and with the off-licences nationwide who are selling these drinks to a very under-age market. It is they who need to be scrutinised for encouraging teenagers to drink alcohol.

Alcopops are a wonderful and imaginative invention and they’re here to stay – I hope!

Jacqui Smith

Leicester LE1

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here