Alcoholic-Beverage Industry Quotes
Industry Sources Confirm That "Alcopops" Target Young Consumers:
"This is something that is popular with people of all
ages and sexes." (Russell Barnett, sales and marketing director
for Mike's Hard Lemonade in "Beer Alternatives Bottle a Cool Summer
Buzz," USA Today, September 8, 2000).
"The beauty of this category is that it brings in new
drinkers, people who really donít like the taste of beer," (Marlene
Coulis, A-B's director of new products in "Beer Marketing: Brewers
Binge on Malt Drinks. Some Warn Category is in for a Hangover,"
Advertising Age, April 22, 2002).
"With younger drinkers, their palates haven't quite
matured yet to drinks like bourbon. Malternatives are a sweeter
drink, they're easier to drink and it takes less time to mature to the
taste." (Trish Rohrer, brand-development manager for Boston Beer
Company in "Malternative Universe," Restaurants USA, May 2002).
"This is the perfect "bridging beverage," said Terry Hopper, national sales manager for Sublime Hard Lemonade, commenting on the similarities between carbonated fruit juices, such as Snapple and Nantucket Nectars, and the new hard lemonades. ("New Kick on the Block: Will Spike Lemonades Pick Up Where Wine Coolers Left Off?" Washington Post, September 13, 2000).
Center for Science in the Public Interest
Alcohol Policies Project
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Washington, DC 20005
Phone: 202-332-9110 * Fax: 202-265-4954 * Web: www.cspinet.org/booze