Sir, - We read with interest Joe Humphries's news feature on alcopops (The Irish Times, August 9th) and the editorial comment and would concur with many of the points in the latter.
While we are well aware of the complexity and the pace of change of the ready-to-drink sector, we were surprised to see Smirnoff Mule referred to in the news feature, as this is a spirit premix drink and not an alcopop.
In fact, Gilbeys, which is part of the IDV - as well as its parent company GrandMet - very firmly believes that no product should be developed or marketed that clearly appeals to people under the legal drinking age. We also strongly believe that the packaging and naming of alcoholic brands must be adult in nature and be clearly differentiated from non-alcoholic and children's drinks.
Gilbeys does not have any products in its portfolio that breach such guidelines. We support the internationally recognised Portman Group's Code of Practice on the branding, marketing and merchandising of alcoholic beverages and we have our own internal Code of Ethical Marketing Practice - a copy of which is enclosed for your information.
We believe that there is an important distinction to be drawn between an "alcopop" and a spirit pre-mixer. A spirit pre-mixer is a ready-to-drink mixed spirits drink such as a gin and tonic, a whiskey and cola, or our own Smirnoff Mule. They are extensions of a well known adult brand and retain the properties of the mother brand in their market position and marketing. They usually have a strong heritage and public familiarity - Smirnoff Mule, for example was first developed in the 1940s and remains a popular cocktail. The labelling of these bottles cannot be confused with "alcopops".
Gilbeys have actively distanced themselves and Smirnoff Mule, as a premium spirit-based drink, from "alcopops". Our most recent advertising campaign clearly states that Smirnoff Mule is "the vodka mixed drink". - Yours, etc.,
Michael Hayes,
Marketing Director, Gilbeys, Belgard Road, Dublin 24.