Alcopop fear divides the drinks world

Spirits manufacturers, fearful of a backlash against alcopops, want them to be considered separately to their own pre-mixed spirits drinks in next month’s Budget, a move which signalled growing divisions in the drinks industry.

Manufacturers which sell drinks based on premium-branded spirits such as gin, vodka, whisky and bourbon are nervous, because their products are classed in the same category as alcopops for taxation purposes.

They claim their drinks are unarguably aimed at adults, because of taste, packaging and marketing, and that they are unfairly suffering by association.

One spirits manufacturer says: “There should be a distinction between alcopops and premium packaged spirits. They are trying to behave in a very different way.”

At the moment, all flavoured alcoholic beverages are classified in the “made wine” category, a catch-all sector for drinks not encompassed in the clearly defined beer, spirits, cider and wine sectors.

There are fears that Chancellor Gordon Brown will impose tax hikes of up to 50p a bottle on the made wine category such as coolers in the Budget on July 2, to deter under-age drinkers from buying alcopops.

Another spirits manufacturer adds: “A normal development market could be stifled simply be cause alcopops have generated a reputation for rather irresponsible marketing.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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