Letters to Editor

ALARM AT ALCOPOPS

Sir, We read with interest Joe Humphries's news feature on
alcopops (The Irish Times, August 9th) and the editorial
comment and would concur with many of the points in the
latter.

While we are well aware of the complexity and the pace of
change of the readytodrink sector, we were surprised to see
Smirnoff Mule referred to in the news feature, as this is a spirit
premix drink and not an alcopop.

In fact, Gilbeys, which is part of the IDV as well as its parent
company GrandMet very firmly believes that no product
should be developed or marketed that clearly appeals to
people under the legal drinking age. We also strongly believe
that the packaging and naming of alcoholic brands must be
adult in nature and be clearly differentiated from nonalcoholic
and children's drinks.

Gilbeys does not have any products in its portfolio that breach
such guidelines. We support the internationally recognised
Portman Group's Code of Practice on the branding, marketing
and merchandising of alcoholic beverages and we have our
own internal Code of Ethical Marketing Practice a copy of
which is enclosed for your information.

We believe that there is an important distinction to be drawn
between an "alcopop" and a spirit premixer. A spirit premixer
is a readytodrink mixed spirits drink such as a gin and tonic,
a whiskey and cola, or our own Smirnoff Mule. They are
extensions of a well known adult brand and retain the
properties of the mother brand in their market position and
marketing. They usually have a strong heritage and public
familiarity Smirnoff Mule, for example was first developed in
the 1940s and remains a popular cocktail. The labelling of
these bottles cannot be confused with "alcopops".

Gilbeys have actively distanced themselves and Smirnoff Mule, as a
premium spiritbased drink, from "alcopops". Our most recent
advertising campaign clearly states that Smirnoff Mule is "the vodka
mixed drink". Yours, etc., MICHAEL HAYES, Marketing Director,
Gilbeys, Belgard Road, Dublin 24.