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drinks news
Alcohol Brands forced to rebrand new RTDs
Liquid assets , drinks news, night online, COMMENTS
A North East drinks company is to rebrand its main product following a request from a drinks industry watchdog.
Alcohol Brands is planning to relaunch its Baby Pink and Baby Blue sugar-free Ready To Drink range as simply Pink and Blue after The Portman Group expressed concern that it might be seen as targeting teenagers.
The Portman Group – which is concerned with the social responsibility issues surrounding alcohol – asked the Sunderland-based company to rename its name because it felt it might be attracting younger drinkers.
Lorraine Griffiths, managing director of Alcohol Brands, said she felt the request was “ a little bit harsh” but is now turning the relaunch into an opportunity to promote the newly named drinks and to change the flavour of Baby Pink.
“When I first thought about launching the range I decided on Baby Pink and Baby Blue because I was actually influenced by Babycham,” she said.
“It certainly isn’t targeted at teenagers – that has never been our market but we’re going to use this opportunity to have a redesign and to change the Baby Pink flavour from citrus lemon to raspberry.”
The plan is to relaunch Pink and Blue in late March/early April and to continue with the company’s aim to sell direct to the public through major retailers.
Alcohol Brands has been highly successful in the leisure industry and is now being sold for the first time through a national chain of retailers after Nisa supermarkets have agreed to take it on board.
From: NIGHT Online
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