In 1997, the fast-growing UK alcopops' market saw the launch of two alcoholic, dairy-based drinks of around 5% abv.
Super Milch from Intercontinental Brands was described as an alcoholic vodka milkshake', which raised the hackles of alcohol concern bodies.
Speciality Beverages' Moo was positioned as an alcoholic dairy cooler and used the word alcohol' three times on the pack to emphasise that it was not a soft drink. Both attracted attention, but were short-lived.
More recently, in summer 2001, Halewood International launched Shakers Smoovie, a real fruit smoothie' of white rum, fruit juices and milk. The combination of alcohol and the creamy mouthfeel of milk remains enticing.
In Israel, Tara Dairies has opted for a lower alcohol product and has launched Xtra Mooood, a line of 2% abv flavoured milks in Chocolate Orange, Chocolate Coconut and Vanilla Pina Colada varieties. Packaged in 250ml plastic bottles, similar to those used for single-serve milk drinks, they should be stored and served chilled.
Although the sales proposition is built around fun and flavour, the products also carry some health benefit, having 95mg of calcium per 100g.
It remains to be seen whether young Israeli consumers take to the concept better than their UK counterparts.