Alcoholic fruit drinks take the Irish market by storm

GROG, Bliss, Zing and Sling do not sound like names of alcoholic beverages the discerning drinker would be associated with. However, despite the names, alcoholic fruit drinks have taken the Irish market by storm, with more companies preparing to launch their own brands in the near future.

The drinks, which taste like lemonade or fruit juice, have an average alcohol content of 4.5 per cent and retail at £1.30 to £1.39 a bottle in off licences, and £2.20 to £2.40 in pubs. According to manufacturers, the drinks have created their own market niche and are particularly popular with those who prefer to mask the taste of alcohol with a mixer.

Developed over three years ago, the drinks sold over 20 million cases in Britain alone last year and now manufacturers are targeting the Irish market. Imported brands such as Two Dogs, Grog and Snakebite were recently joined by the first Irish made product.

"Woody's" was launched on the Irish market in June by United Beverages Ltd after a trial run of alcoholic fruit drinks in December was a phenomenal success, according to the marketing director of the company, Mr Philip Smith. The Dundalk and Dublin based company had already been manufacturing soft drinks such as the Finches and Cadet brands.

Mr Smith says the main customers are women in the 23 to 30 age group as well as those who use fruit juices and soft drinks to disguise the taste of strong tasting alcoholic drinks. The product is available in four different flavours, including lemon, orange, strawberry and pink grapefruit.

However, earlier this year, these types of drinks were taken off the shelves of several supermarkets following complaints from parents that they encouraged under age drinking.

According to Mr Smith they conformed to the code of practice drawn up in Britain when developing the drink and were aimed strictly at the adult market. He says they will be removing the "ade" from their lemon drink to make sure there is no confusion between it and the common soft drink.

Last June Hooper's Hooch alcoholic lemonade, soon to become alcoholic "lemon" also, was launched in Britain. Produced by Bass Breweries, the drink has been introduced on to the Irish market.

Hooper's Hooch, has proved to be one of the most popular of the "alcoholic carbonate" brands.

Described as "wickedly refreshing", Bass Ireland's public relations manager, Mr Brian Houston, said that due to the success of existing flavours, the company was introducing two new flavours, blackcurrant and orange, to the British market. Currently over 2.5 million cans and bottles are sold per week in Britain.

According to Mr Houston, the alcoholic carbonate drinks have created their own market segment, selling against imported premium lagers and aimed at the adult drinker.