Growing pains

FABs are failing to recruit new drinkers as existing ones age and move on to more sophisticated products

HAVING PEAKED in summer 2002, FABs continue to decline in terms of performance – crucially, in terms of penetration.  At a time when the overall alcohol market is gaining buyers, FAB drinkers are continuing to shrink in number.

This decline reflects the inability of FAB brands to redefine themselves in the eyes of the consumer.  Today’s 24 year-olds (who, aged 18-22, were responsible for the rapid rise of FABs) have now moved on to more "sophisticated" drinks as they grow up.

As the falling penetration shows, FABs are failing to recruit new drinkers, who are now perhaps aware of the association between FABS and youth and do not wish to conform to a stereotype. 

The main problem for FAB retailing in the major multiples is finding the right occasion. Traditionally, FABs have been aimed at high energy, large-scale occasions.

 Unfortunately, as TNS Alcovision research has shown, these types of occasion are declining among 18-24 yearolds, while quieter occasions involving fewer people are becoming more common.

Currently, there are few FABs which have an affinity with this type of event.  However, there are some signs that FABs can change their appeal and target a more sophisticated, older age group.

The formation of "ready-to-drink" versions of classic beverages has seen some success. Both Pimms and Gordons have developed preprepared versions of their traditional brands, and these are currently, unlike leading FAB brands, in positive growth.

While it is still very early, it may be that this association between respected parent brands and more refined FABs will attract new buyers.