Ready-to-drink (RTD) category in firing line Tanya Segger
Independent Distiller’s Vodka Mudshake products are in the firing line of a report by the The National Drug and Alcohol Research Centre that showed teenagers could not distinguish the difference between alcoholic RTD milk-based products and milk shakes. And, most teenagers from the research believe pre-mixed alcoholic products are marketed specifically towards them.
The study which was conducted on 350 people aged 12 to 30 years measured in what the researchers claim is a world-first, the palatability of alcohol to young people. The study also found that pre-mixed alcoholic drinks were the most common first drinks for teenagers.
Jan Copeland, the study’s lead author said she was most concerned that the under 16s group rated the Vodka Mudshake the same as chocolate milk. And, that the slightly bitter taste of alcohol is taken away by RTD products making them more appealing to young people who are naturally programmed to like sweet, milky food.
Independent Distillers did not return B&T’s phone calls by the time of press today nor did Smirnoff’s advertising agency or CUB – makers of Skyy Vodka products.
The world’s biggest alcoholic drinks company, Diageo, makers of a number of RTD products including Smirnoff, Baileys and UDL have enjoyed significant growth in recent years in the pre-mixed category with a significant advertising and marketing spend behind these brands.
Peter Phillips, research and policy manager at The Distilled Spirits Industry of Australia said that he: “Was not sure if any policy or recommendation can be taken from this report as it examines taste perceptions but does not examine any link with drinking patterns.”
Phillips continued to say that members of the industry’s voluntary code - the Alcohol and Beverage Advertisers Code [ABAC] adhere to its strict guidelines which addresses the specific issue of advertising to under 18s. Most of which the industry’s larger players are members but some smaller operations such as Independent Distillers are not.
Interestingly, Independent Distillers, originally from New Zealand, do not carry out above-the-line advertising preferring instead to focus on below the line or in-store promotions.
