Beverage Brands is axing its Woody’s brand because it failed to maintain its “kudos”.
Launched in 1995, the RTD is the last of the early pioneers in the alcopop sector to be killed off following Coors’ decision to scrap Hooch last month and the demise of Two Dogs in 2000.
Although Hooch and Two Dogs were credited with igniting interest in the sector, Woody’s helped steer the market away from lemon variants with innovative fruit combinations including Pink Grapefruit and Mexican Lime.
At its peak in 1997, Woody’s
had a retail value of £20m and sales were especially buoyant in the off-trade. It was so popular with consumers that Beverage Brands even considered using its credentials to launch its second RTD brand WKD with the name Woody’s Iron Brew. However, Beverage Brands’ marketing manager, Karen Salters, admitted its fortunes had changed in recent years.
She said: “Woody’s hasn’t had multiple distribution for a good 12 months and that has been one of the influencing factors in our decision.
“It has only been in cash and carries and we were promoting it to get enough volumes. A lot of things have happened in the RTD category and although Woody’s had high brand awareness, it lost its kudos.”
It was relaunched as Woody’s Vodka Refreshers two years ago but it failed to revive sales. Salters added: “We had to acknowledge that the Woody’s name was tired. It gelled with older people but not with new, younger consumers.
“There was no point trying to make it go on and on. We had to be big enough to withdraw it if it wasn’t working.”
Buyers welcomed the decision because it would enable Beverage Brands to put its energy behind WKD.
One multiple buyer said: “It makes sense for Beverage Brands to focus on its best selling line. Woody’s was successful when it launched in the 90s but it’s had its day.”
Rosie Davenport
Launched in 1995, the RTD is the last of the early pioneers in the alcopop sector to be killed off following Coors’ decision to scrap Hooch last month and the demise of Two Dogs in 2000.
Although Hooch and Two Dogs were credited with igniting interest in the sector, Woody’s helped steer the market away from lemon variants with innovative fruit combinations including Pink Grapefruit and Mexican Lime.
At its peak in 1997, Woody’s
had a retail value of £20m and sales were especially buoyant in the off-trade. It was so popular with consumers that Beverage Brands even considered using its credentials to launch its second RTD brand WKD with the name Woody’s Iron Brew. However, Beverage Brands’ marketing manager, Karen Salters, admitted its fortunes had changed in recent years.
She said: “Woody’s hasn’t had multiple distribution for a good 12 months and that has been one of the influencing factors in our decision.
“It has only been in cash and carries and we were promoting it to get enough volumes. A lot of things have happened in the RTD category and although Woody’s had high brand awareness, it lost its kudos.”
It was relaunched as Woody’s Vodka Refreshers two years ago but it failed to revive sales. Salters added: “We had to acknowledge that the Woody’s name was tired. It gelled with older people but not with new, younger consumers.
“There was no point trying to make it go on and on. We had to be big enough to withdraw it if it wasn’t working.”
Buyers welcomed the decision because it would enable Beverage Brands to put its energy behind WKD.
One multiple buyer said: “It makes sense for Beverage Brands to focus on its best selling line. Woody’s was successful when it launched in the 90s but it’s had its day.”
Rosie Davenport
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