The Change Mariner

Alcohol Industry Rides the Atkins Craze

CommentWire by Datamonitor:

Diageo, the maker of Smirnoff, has announced a string of national cable ads with a simple message - zero carbs. As the fight for the Atkins dollar gets fiercer, spirit and beer marketers alike have begun to position their products as low-carb and diet-friendly.

With an estimated 32 million carb-conscious Americans spending $2.5 billion a year on low-carb foods, alcohol promoters are being prompted to incorporate the now mainstream diet into their marketing campaigns. Requests by the National Consumers League for more information on spirits labels, including calories and ingredients, also indicates the increasing nutrition consciousness of consumers.

Diageo is jumping on the Atkins bandwagon - a string of national cable ads, starting just in time for the holiday season, position Smirnoff as a no-carb alternative. The ads, prompted by a consumer survey that found 63% incorrectly thought spirits like vodka and whisky had more carbs than beer or wine, show Smirnoff being poured into a shot glass while words on the screen proclaim "zero carbs". Smirnoff has also launched a website, lowcarbparties.com and hired Ted Allen, wine and food expert from the hit show Queer Eye for the Straight Guy, to promote the low-carb content of spirits.

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