Abstract
In 1995, Alcopops and 'Shooters' appeared in Great Britain. Now Alcopop drinks have been
introduced in all the developed countries. An Alcopop is a pre-packaged spirit drink, it is a drink with a
small percentage of alcohol such as Vodka or Tequilla mixed with a soft drink. We can say that
Alcopops follows the trend of teenagers or young adults who like to have fun in night-clubs. But, this
environment is not welcoming. Indeed, the government and the society, globally, are fighting against
this vice: alcohol consumption. Alcohol and alcopops are the main reasons for anti-aloholism
campaigns and taxes. We are lead to wonder how alcopops can be successful in a declining market?
At first, we will present you with the 5 W's
Then, we will study the market.
Thirdly, we will carry out a PESTEL analysis.
After that, we will see how strong the competition is in the market.
And finally, we will offer solutions to Alcopops to get popular.
In this case study, we will find the sources of information from different countries because information on this new market is hard to find. Also, it will provide a general overview of the global market.
