DISPELLING
THE MYTHS AROUND PRE-MIXED SPIRITS
The
increasing popularity of the pre-mixed spirits market has been accompanied
by a number of myths and misconceptions about both the product and
its consumers. Given the projected growth and importance of the ready-to-drink
market, it is essential for both the industry and retailers to put
the facts on the record.
Most common of these myths portray the pre-mixed spirits market as
young (18–24 years old) females. However, market research and
survey-based industry estimates clearly show that the opposite is
in fact true.
Myth: Females are the main consumers of pre-mixed spirits.
Fact: Overall, females comprise 15% of the consumers of
pre-mixed spirits, while males make up 85%. In fact, males consume
almost 6 times the pre-mixed spirit volume of females.
Myth: Pre-mixed spirits are mainly consumed by young
people.
Fact: The 18–24 year old market purchase only 27%
of the total pre-mixed spirits sold, while the 25 years and older
market purchase 73%.
Among the other myths are that pre-mixed spirits are
supposedly stronger, and therefore somehow more harmful than other
ready-to-drink products.
Myth: Pre-mixed spirits are stronger than beer.
Fact: Pre-mixed spirits are of a similar strength to
beer. Most pre-mixed spirits are around 5% alcohol, or 1.4 standard
drinks per unit, directly comparable with beer. There are even pre-mixed
spirits with 3.5% alcohol, the same as mid-strength beers.
Myth: Pre-mixed spirits are more harmful health-wise
than beer.
Fact: The health lobby does not view pre-mixed spirits
as a major issue and supports the Federal Government’s tax policy
to treat all RTDs similarly. The Australian Medical Association (AMA),
Alcohol & Other Drugs Council of Australia (ADCA) and National Centre
for Research into the Prevention of Drug Abuse wrote to Treasurer
Peter Costello that: “…our sector was pleased that at least
under ANTS, ready to drink and beer products were to be taxed according
to their alcohol content. …From a health perspective, pre-mixed
spirits are not the major issue compared with cask wine, full strength
beer, cheap designer drinks (which target young drinkers)…”
With pre-mixed spirits projected to expand from their
current 9% of all spirit and liqueur standard drinks to 21% in 2005,
it is important that these myths are dispelled, and that the industry,
retailers and the community, understand the nature of pre-mixed spirits
and their consumers.
This article was first published in National
Liquor News,
January 2001
