UK NEWS

DRINK ‘TARGETS YOUNG GIRLS’

FEARS: Critis have branded the new alcoholic drinks range 'irresponsible'

Monday May 26,2008

By Tony Brooks

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CAMPAIGNERS branded a drinks giant “irresponsible” last night for planning to launch a spirit-based range aimed specifically at women.

They fear Swiss-based Necker’s Girl brand will add to a binge drinking culture which has fuelled a 25 per cent rise in crime by girls aged 10 to 17 over the past three years.

The drinks – described as “refined and sophisticated for the contemporary woman” – were launched two years ago in Japan and are to be sold in the UK in pink bottles marked “for girls only”.

Promotional material claims they “deliver a very floral perfume, unique smoothness and a complex taste in a wonderful finish”.

Girl Lychee, 25 per cent alcohol by volume, is a blend of cognac, vodka, lychee and raspberry.

Girl Coco, 21 per cent ABV, consists of cognac and vodka flavoured with coconut, vanilla and praline.

Company founder Cyril Necker told The Grocer magazine: “Spirits for women is a sector set to grow rapidly over the next five years.”

However, Christine Ball, director of charity Drugsline, said: “We are becoming increasingly concerned that companies are marketing new alcohol products specifically aimed at young women.

“In light of the Government’s newly-launched campaign that seeks to educate young women about the number of units they consume, it strikes me as hugely irresponsible that companies are displaying a certain lack of awareness.

“Our crisis line has received significantly more calls from young women about how much alcohol they drink.”

Recent NHS figures showed that one patient in 10 admitted to hospital suffering from an alcohol problem was under 18.

Last year, 5,000 under-18s were treated by the NHS for alcohol abuse. Cases of liver disease have tripled over the past 10 years.