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***Crystal Camel fuels growth in booming alcoholic drinks category***

Four pre-mixed alcoholic drinks, under the brand name Crystal Camel, have been launched by Anglo Drinks (http://www.anglodrinks.co.uk) further fuelling strong growth in an emerging category. Gin & Tonic, Vodka & Orange, Vodka & Tonic, and Rum & Cola were introduced by the UK-based company to meet the growing demand for more sophisticated and premium alternatives to the declining alcopops market. Available in convenient 250ml cans each with 6% a.b.v., Crystal Camel meets the rising demand for single-serve drinks to suit a range of different tastes at parties and barbecues. Crystal Camel is also the perfect addition to the backpack for festival goers or to the cool bag for fans of picnics and camping.

Two years ago the pre-mixed, single-serve canned alcoholic drinks category was almost non-existent in most major multiples and existed only as a very small section in specialist retail outlets such as Threshers. Now, the average supermarket is giving more shelf space to a growing number of different pre-mixed products in single-serve formats.

Crystal Camel offers a high-quality and authentic range of pre-mixed alcoholic drinks at competitive prices to other brands.

First listed as single units in selected Tesco stores nationwide from June 2008, the range will also be sold as a four-pack in selected Aldi stores from August 2008, and the company is in discussions with a number of other major retail outlets.

Anglo Drinks was co-founded by Andy Howe and Stuart Davis in 2000 building on their experience and expertise as drinks industry executives. The Crystal Camel range was fine-tuned over a rigorous 12-month NPD process including sampling. According to Andy Howe, managing director of Anglo Drinks, the mixers took the most work to get right. He said: “Taste tests were a vital part of the NPD process. We pride ourselves on the quality and taste of all of our products. We conducted our own tasting panels and Crystal Camel was also put through Tesco taste tests. Some of the products were tweaked more than 10 times to get it absolutely right.”

Gin & Tonic is the best-selling variant of the four, followed by Vodka & Orange and Rum & Cola. Initial reports from Tesco are extremely positive and indicate that the seasonal expectations relating to heightened sales during summer are accurate. Howe predicts sales will be fairly seasonal over the year with peaks during the summer months, at Christmas and New Year.

Howe added: “The off-trade alcoholic drinks market is moving towards convenience and away from bulk purchases. Buying a 75cl bottle of gin and a big bottle of tonic just isn’t as attractive, particularly as people pull ever tighter on the purse strings. Kitchens and fridges are over-run with gadgets and food going to waste. When it comes to organising a party or carrying a huge cool bag or backpack to the nearest field, beach or campsite, there just isn’t enough room for huge bottles.

"When organising a party everyone likes different things and it can be an expensive task trying to please everyone. Single-serve cans mean you can offer a range of drinks to suit individual tastes. Simply crack open, pour into a glass over ice and add a wedge of lemon.”

-Ends-

Notes to editors:

Media contact:

Helen Lewis at food&drink towers
helen@foodanddrinktowers.co.uk
+44 (0) 7904801669

Photography, samples and more information is available from Helen Lewis. Distribution/sales enquiries should be directed to Anglo Drinks.

Company contact details:

Anglo Drinks Ltd
Unit 6a Wakes Hall Business Centre
Colchester Road
Wakes Colne
Colchester CO6 2BP
Tel: +44 (0)1787 222888
Fax: +44 (0)1787 223242
Email: info@anglodrinks.co.uk

Andy Howe
+44 (0)7789 914687 ahowe@anglodrinks.co.uk
Stuart Davis
+44 (0)7900 893439
sdavis@anglodrinks.co.uk

Additional information:

In Tesco, early figures show that Crystal Camel Gin & Tonic is outselling the leading Gin & Tonic brand, although it is too early to give exact figures. It is very price competitive at £1.29 versus £1.49 per unit. Crystal Camel will trial in Aldi in a four-pack (sold in single units in Tesco) retailing at £3.99 per pack in August 2008. It is also listed by United Wholesale (Scotland), Dhamecha Group and H & T Company cash and carry outlets.

Additional quote from Andy Howe, managing director at Anglo Drinks: “We believe that Crystal Camel has a real future in the alcoholic drinks off-trade market. We have limited competition and there has been a well-documented decline in alcopop sales. People are becoming more sophisticated about what they drink and more interested in drinking authentic products. Overly sweet drinks packed with artificial colours and flavours are being questioned by the average consumer, and as a result, sales in the alcopop market are falling. Meanwhile, the share of the pre-mixed drinks market is rising year-on-year. Pubs and clubs are moving away from the Smirnoff Ices and WKDs of this world to Gin & Tonic, Vodka & Orange, and other pre-mixed products.”

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