The company’s volume sales decline was lower than that of Diageo and Fentimans, the majority of which sell ‘alcopops’. Beverage Brands capitalised on the premixed cocktail trend and launched WKD Remix. Although attempts were made with heavy investment in marketing, it did not help to strengthen its position. This included a viral advertisement involving men at a gym riding exercise bikes quickly to attract women but then slowing down as soon as the women turned away. In the UK, RTDs/high-strength premixes was one of the worst performing categories in alcoholic drinks in 2012. This was predominantly due to a continued poor performance from spirit-based RTDs, which accounts for a 77% volume share of the wider category. Spirit-based RTDs performed worse than expected, however, in 2012, registering a total volume decline of 9%. This was partly due to the growing popularity of flavoured ciders. RTDs and flavoured ciders appeal to the same demographic of young drinkers (aged 18-24) and women due to their bright colours and sweet taste. As the popularity of flavoured cider increases, RTDs will continue to contract, posting a total volume CAGR decline of 2% over 2012-2017. RTDs is the fastest moving category in alcoholic drinks and, as it lacks traditional roots, is very driven by fashion. Consumers with a declining disposable income are moving more upmarket when they do spend, away from RTDs. The target demographic of young consumers will continue to become more interested in cocktails but, whereas these will appeal in the off-trade, on-trade sales of RTDs will continue to decline at a 1% CAGR.
United Kingdom:Blue on UK television
Anthony Costa, Duncan James, Lee Ryan and Simon Webbe represented the United Kingdom in 2011 with the song I Can achieving 100 points and 11th place – one of the highest places for some years. They talked to the host about various topics including how being on tour has taken on new meaning now that all of them are parents. They were also there to publicise their new tour Roulette which starts in Nottingham on 13 October. This follows their participation in the tv show The Big Reunion and follow up sold out show on 3rd May in London. The 21 day tour will take them to many cities in England, Scotland and Wales. Stay tuned to esctoday.com for the latest information on the UK and the Eurovision Song Contest . About the author Robin Scott I attended my first Eurovision Song Contest in 1995, and from 1996 presented daily live reports for radio stations from the event. Since then I have been providing material from everywhere the contest has been held. I also enjoy compiling most of the video materials for three UK ESC events each year. In 2010 I first provided material for esctoday.com.