Source: Daily Telegraph
Contact: et.letters@telegraph.co.uk

Makers scrap five brands of alcopops
By Philip Johnston, Home Affairs Editor

FIVE alcopops are to be discontinued following criticism that they appealed
to underage drinkers.

Another eight drinks are to be renamed or repackaged as part of an attempt
by the industry to enforce its own code of practice on the marketing of
alcohol.

Sainsbury is withdrawing its own brand alcoholic lemon drink which carries
a cartoon image on the bottle depicting a lemon as a fish. Other alcopops
to be discontinued are Barking Frog, made by Allied Domecq; Jammin' Space
Doubt (The Spilt Drinks Company); WKD Red (Beverage Brands UK); and Vixen
(Cott Europe).

A report published today by the Portman Group, set up by the drinks
industry to act as an internal "watchdog", upholds 13 complaints against
manufacturers. A Portman Group panel judged that the Sainsbury alcopop
would "predominantly appeal to under18s". The company had already decided
to abandon the product before the verdict.

The makers of the alcoholic milk drink Moo which caused controversy when
it was launched have agreed to give it a new name to make it less
appealing to under18s.

The supermarket chain Asda is repackaging its lemon drink Bite, which was
criticised for emphasising its aboveaverage alcohol content of 5.1 per cent.

Two retailers, the Coop and Iceland, have decided to remove all alcopops
from their shelves and the pub chain Weatherspoons also no longer sells the
drinks.

© Copyright Telegraph Group Limited 1997.