More alcopops debate needed

It was uncharacteristic of Iain Murray to adopt a conventional knee-jerk reaction to the new alcoholic pop drinks in “Bubble, bubble , toil and trouble” (MW January 19).

Though nobody else seems interested in asking the underlying questions, Iain might have been expected to do so. Is there any evidence that these drinks are persuading non-drinkers to start drinking or for young drinkers to drink more?

Are they simply switching people from established alcoholic drinks like cider and premium lager to alternatives which they prefer?

Alcoholic pops are not fundamentally new. Young drinkers have always been able to imbibe alcohol/pop drinks, like rum and coke, vodka and lemonade, and snowballs.

The only difference is that the new potions are pre-mixed. And all the previous history of the alcohol market suggests that pre-mixed drinks fail to achieve long-term success.

Whether or not the ASA has been right to ban the Hooch campaign is not the point. There should be more concern about mindless public response to the new drinks.

Winston Fletcher

Chairman

The Advertising Association

Abford House

London SW1

Recommended

Wall’s in global innovation move

Marketing Week

Unilever subsidiary Bird’s Eye Wall’s is setting up an worldwide innovation centre for ice cream at Walton-on-Thames. The shake-up follows moves at Birds Eye Wall’s food business to introduce global category management for each of its food groups (MW December 15). The innovation centre will be headed by Sharon Gardner, who was previously general marketing […]

Banking on the use of cunning

Marketing Week

How far will those nice chaps at NatWest go to try to prove that it is “More than just a bank”? The answer is – very far indeed. The latest NatWest “concept store” in Basingstoke tries to flog products to bewildered customers with comfy sofas, skylights and Van Gogh posters. The “We are not a […]

Fly now and pay later – it could be you

Marketing Week

It is well known in adland that Mike Davis, managing director of Leagas Shafron Davis Ayer, is the older brother of Peter Davis, director-general of Lottery watchdog Oflot. Peter is the chap who got into a spot of bother last year over a couple of free flights given to him by GTech, one of the […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

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

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

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now