Is unit reduction growing or shrinking the market?

The Responsibility Deal Low Alcohol Group’s pledge to lower alcoholic units could be of great benefit to the trade as well as the fight against alcohol abuse said the group’s co-chair, Scott Wilson.

Speaking at the Alcohol in Moderation conference, Wilson, who is also director of public affairs at Molson Coors, was explaining the “big, hairy, ambitious goal” the group has set and how it is being applied.

The group and its members have pledged to take 1 billion units out of production by 2015 but will this help grow or shrink the market asked Wilson?

He argued that the pledge was a chance for the industry to embrace smaller measures such as the 2/3 pint schooner and also to “build a market for low alcohol products.”

He said that there has “been some angst in the industry that the pledge hasn’t been widely reported.

“But the idea of watered down drinks does nothing to build a positive image or attitude towards low alcohol drinks.

“Making these drinks can present a real challenge,” he continued, “if you stop the ferment they can be too sweet and too much reverse osmosis makes them too  weak.”

He added that the Portman Group would be announcing new rules and guidelines regarding low alcohol drinks this November.

Finally, he noted that it was worth remembering that, in general, “UK consumption is falling and drinking is, generally, within government guidelines.”

Furthermore, “over the pledge’s lifetime, beer alone would take out 3bn units through a shrinking market.”

As Wilson admitted, however, another “motivating” factor in the development of low alcohol drinks is the fact that it is quite easy to make more money from low alcohol drinks compared to full strength ones.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Global Head of Marketing

ATOM Brands
Tunbridge Wells, GB

Sales Executive

Three Wine Men
Home-based but must be available to travel throughout the UK with frequent trips to London, GB

Senior Sales Operations Executive

Enotria&Coe
Park Royal, London, GB

Sales Administrator

Les Caves de Pyrène
Guildford, UK

On Trade & Corporate Accounts Manager

The Champagne Company
Birmingham, UK

Customer Service Assistant

The Champagne Company
Birmingham, UK

Key Account Manager - Distilling Sector - Scotland

Boortmalt
Scotland - call for exact details, UK

UK Brand Ambassador - Ableforth’s

ATOM Brands
Field-based, UK

Wine Sales Consultant

VSF GROUP
Valbonne, South of France, FR

UK Brand Ambassador

Mirabeau en Provence
London, UK

Pink Rosé Festival

Cannes,France
7th Feb 2018

VinoVision Paris

Paris,France
12th Feb 2018

Vinisud

Montpellier,France
18th Feb 2018
Click to view more

The Global Pinot Noir Masters 2018

Deadline : 26th January 2018

Cabernet Sauvignon Masters 2018

Deadline : 23rd February 2018

Click to view more

The Global Malbec Masters 2017

the drinks business is proud to announce the inaugural Global Malbec Masters 2017

The Global Sparkling Masters 2017

the drinks business is thrilled to announce the launch of The Global Sparkling Masters.

Click to view more