NEWS: Borkowski profits from ‘hard soft drinks’ boom

The booming market in ‘hard soft drinks’ is proving good news for PR agencies with three new alcoholic lemonade and soda brands hiring agencies within the last two weeks.

The booming market in ‘hard soft drinks’ is proving good news for PR

agencies with three new alcoholic lemonade and soda brands hiring

agencies within the last two weeks.



Carlsberg-Tetley has hired Mark Borkowski PR to launch its alcoholic

lemonade Lemon Heads against rival brands Hooper’s Hooch from Bass and

Merrydown’s Two Dogs.



The product will be aimed at what managing director Mark Borkowski calls

‘the loaded generation who take 18-30 holidays’.



Borkowski is also handling the launch of the UK’s first alcoholic soda,

Vault, for Carlsberg-Tetley, targeting a more sophisticated consumer

audience through style magazines, the technology press and the Internet.



Also within the last two weeks MacLaurin Communications & Media has been

hired to promote alcoholic citrus drink Mrs Puckers for the drinks

distributor, Intercontinental Brands.



The account, worth pounds 50,000 in fees, covers trade and consumer PR

for the product, which arrived in stores in September.



Finally, Lynne Franks has won the the PR account for Australian cult

lemonade Sub-Zero (PR Week, 8 September).



The agency has already organised tie-ups with designers at London

Fashion Week - another client - on behalf of Sub-Zero’s distributor

Cour-age. It will continue to target select fashion media before a

mainstream launch next year.



‘This is just the tip of the iceberg,’ said Carlsberg-Tetley brands PR

and communications manager Gill Freshwater. ‘Hard soft drinks are

breaking down barriers in the traditional ways people segment the drinks

market. They cut across sex and age and are not seasonal.’



A spokesman from Alcohol Concern, however, expressed fears that the

marketing of many hard soft drinks will appeal to younger consumers.



‘Brewers are looking for people who are making the transition from soft

to alcoholic drinks and this means people of 14 upwards.’



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