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

citrus/lime’.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers