Alcohol gets sweeter as ‘Red Bull’ generation grows up

ALCOHOLIC drinks are getting sweeter in a bid to appeal to the tastes of young Britons raised on sugary energy drinks, it is claimed.

At one time, a young adult’s rite of passage involved downing a pint of lager, a traditional bitter or a gin and tonic. However, today, it is more likely to be a vodka and Red Bull, a fruity wine or one of a new range of expensive beers with an added sweetened spirit. These new creations contain even more sugar than carbonated drinks.

The market share of sweettasting alcoholic drinks has rocketed 50 percent in the last decade as the younger crowd turn their back on traditional ales, according to industry experts.

Heineken’s Craig Clarkson said: “We are growing up in a time when people do not drink the drink their dad drank. Drinkers are experimenting and that is taking a percentage of the market.”

Matthew Deane, of Molson Coors, which was among the first to pioneer sweeter lager with launch of Carling Zest citrus lager in 2012, said: “Over the last ten years sweet drinks’ share of alcohol servings has increased 50 percent. It is critical that brands innovate with flavours that appeal to an increasingly sweeter palate.’

Trade magazine The Grocer said: “The ‘Red Bull’ generation is growing up. And as this new breed, brought up on super sweet energy drinks, begins visiting pubs and boozing at home, alcohol is getting sweeter.”– Daily Mail