Diary: Capper pops the lid off the latest alcopop to hit a very hyper market

Who would have believed it. Alan Capper, PR luminary, former chairman of the Rowland Company, and adviser to Harvard University’s John F Kennedy School of Government, pushing alcopops?

Who would have believed it. Alan Capper, PR luminary, former

chairman of the Rowland Company, and adviser to Harvard University’s

John F Kennedy School of Government, pushing alcopops?



We managed to corner Capper at his hideout in New York. Using the

pretext of enquiring about his latest work for Harvard - a cynical

marketing exercise called Visions of Governance, thinly disguised as an

attempt to encourage young people to enter public service - Diary closed

the net.



Is it true, we asked innocently, that he is also the evil genius behind

Hyperholics - a range of fruit juices with 4.9 per cent grain

alcohol?



Capper was quick to trot out the company line: ’We don’t believe they

are aimed at young people, the packaging is actually very

sophisticated’.



He then offered to send us a crate of the stuff and started going on

about his plans to launch Hype energy drink across the world -

apparently he has already roped in his colleagues at Rowland in

Australia and France.



A typical PR gambit and one we’re not going to fall for (sound of tops

being prised off bottles). But then, you really do have to try these

things out before you criticise them.



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