THIS WEEK: Alcoholic sodas fizz on-stream

Alcoholic lemonade is about to be sidelined as the UK’s two leading brewers both launch alcoholic sodas in time for Christmas.

Alcoholic lemonade is about to be sidelined as the UK’s two leading

brewers both launch alcoholic sodas in time for Christmas.

Scottish Courage launches Australian brand Sub Zero next week and Bass

is to test market a new brand, Aqua V.

Sub Zero goes national in the new year and Aqua V, now being tested in

Birmingham, is expected to go national before spring.

The UK is tipped to follow Australia’s experience, where alcoholic

lemonades were initially very popular, but were relegated once alcoholic

sodas were launched.

The two brands will be targeted at people who want the kudos of a

designer lager, but don’t like the taste of beer. Alcoholic lemonades

and colas filled the gap, but consumers are now demanding a more

sophisticated drink.

Scottish Courage is promoting Sub Zero with the line ‘Launch a

successful long-term brand - not a one summer wonder.’

Bass already has this year’s two new success stories - Caffrey’s and

Hooper’s Hooch - under its belt and is expected to speed up the Aqua V

test once it learns of Scottish Courage’s plans.

The brands follow hot on the heels of Vault, the UK’s first alcoholic

soda, which is being distributed by Carlsberg-Tetley (Marketing,

November 2).

Aqua V is billed as a 5% ABV ‘sparkling blend of alcohol, water and

subtle fruit flavours’. Sub Zero is 5.5% ABV and is described as having

‘a distinctive, light, clean and crisp taste with a hint of spice and



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