Bubble bursts for alcopops as sales dive

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Makers such as Carlsberg-Tetley with its Lemonhead range and retailers Sainsbury’s and Safeway have withdrawn their versions, while marketing leader Hooper’s Hooch, made by Bass, has announced a switch to a more “adult” label.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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

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 are 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.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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