Sales of alcopops fell for the first time in a year on year bi-monthly period since they were launched in 1995.
In the latest bi-monthly period of May/June, volume sales in the off-trade plummeted by 14 per cent compared with the equivalent period a year ago, according to Stats MR figures obtained by Marketing Week.
Alcopops have been under fire from their launch, accused of deliberately trying to attract children.
Brewers have been pressured to comply with an increasingly strict code on marketing from their industry body the Portman Group.
Makers such as Carlsberg-Tetley with its Lemonhead range and retailers Sainsbury’s and Safeway have withdrawn their versions, while marketing leader Hooper’s Hooch, made by Bass, has announced a switch to a more “adult” label.
One source says the decline in sales could be blamed on cooler weather this May and June. It is understood the alcopops market has also been hit by pre-mixed spirits.