Cool down for alco-pops

November 10, 2005

Latest research from MINTEL finds that the bubble has burst for the once fashionable alco-pop or flavoured alcoholic beverage (FABs). After an impressive value increase of as much as 70% between 2000 and 2002, sales have plummeted by 22% from £1.6 billion in 2002 to just £1.2 billion this year. ” These once trendy beverages are clearly no longer seen as cool by the fickle target market of the 18 to 34 year olds, who have now ditched FABs for more fashionable and sophisticated alternatives, such as cocktails. Clearly, manufacturers have just not been quick enough to keep ahead of the decline, believing that simply tweaking flavour, ABV levels and packaging would be enough to keep market share, ” comments James McCoy, senior market analyst at MINTEL.

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