From Imperial Drinks Company. Part of a premium packaged spirit range sold in aluminium bottles. It has a high rate of sale in leading edge on-trade outlets and listings in grocery multiples. Price: £1.29 Abv: 5.5% TARGET CONSUMER Sarah Jones, 29, is an international sales executive who lives in east London The bottle has great aluminium packaging which I think is a pretty funky and unique idea. But I thought the design of it was too busy. It wasn't very easy to read the name due to the clutter of the background and hence this made the branding unclear. It has a natural lemon smell, almost like fresh lemonade. It's got a very sweet taste, more so than some of the other alcopops on the market, but it was pretty refreshing. However, it would be difficult to drink it all night in a pub because it is too sweet. I would definitely drink Raw Spirit Mix Ice again and, after a tasting around the office, that was the general consensus of the men and women. It would be a great drink to start off the evening in the pub or one to turn to for a refreshing break after several hours of dancing in a club. Rating out of 25 ­ 18 Sally Easton Master of Wine and wine buyer for Berry Brothers and Rudd The sparky aluminium packaging is in keeping with the youthful target audience. The colour is like that of cloudy lemonade. The nose is strongly lemony, in fact like lemon sherbet, so suggestive of a sweet drink. A slightly spritzy first impression on the palate does indeed mask a very sweet lemon flavour and it also masks an alcohol level of 5.5%. The overriding profile is one of simple sweetness which is slightly cloying and which leaves a sticky sensation on the palate. This drink lacks balance and freshness and leaves the palate in need of refreshment. Success rating out of 25 ­ 7 Graham Shearsby Board creative director, graphics, at Design Bridge Yet another dubious creation trying to ride the Smirnoff Ice wave. However the secret of Smirnoff lies in its credibility and attention to detail, resulting in understated confidence and a true brand leader. The Raw Spirit pack, on the other hand, has a very confused personality and is a rather confusing mess. Rather than let the single most interesting aspect of the package ­ the aluminium bottle ­ work hard, we find a confusing cacophony of elements and effects. The overall presentation would feel more comfortable in the anti-freeze section at Halfords. Success rating out of 25 ­ 5 Steve Mayes Category controller at Landmark This is a typical PPS. Its presentation is either funky or flawed depending on your perspective. Tastewise it's similar to all the other me too wannabes ­ disgusting. It's hard to comprehend how anyone could enjoy these products but clearly I know nothing because they all seem to sell, therefore there's money to be made. This is basically an on-trade fashion accessory. Depending on trading style or location, it's probably worth a punt because, despite personal reservations, if there's a market and a margin opportunity and it doesn't harm anyone, where's the problem? All a bit cynical though! Success rating out of 25 ­ 12 Total score out of 100 ­ 42 {{DRINKS }}