Dragon Soop is an alcoholic drink that is ready mixed vodka or herbal drink. It is an alternative to different types of cocktail that mix spirits (vodka in particular) and energy drinks. It is produced in Knaresborough, Yorkshire, by Corinthian Brands (CBL) Ltd. It is popular with under age drinkers because of its affordable price and its high content of alcohol and caffeine. It is drunk in large quantities especially by teenagers and is sold in corner shops and supermarkets alike, in 500ml cans. Lately some pubs have started selling 250ml cans. Dragon Soop is not a popular drink and does not compete with larger companies like Tennents and Smirnoff. Tennents is a well known brand and consists of more than just its beer. Their popularity and reputation is what made them what they are today and even host large events like T in the Park, where the "T" stands for "Tennents". Although the Dragon Soop creators are a relatively new company they have not yet shown themselves to take over any part of the drinks and alcohol sector. It has become a well known private party drink in its short in on the circuit, but has not grown further than a household name. This means that their adventures with it can’t rise much higher than the produce they already make.
Dragon Soop is produced in 6 different flavours: Herbal Fusion, Sour Apple, Blue Raspberry, Lemon & Lime, Cherry Vanilla and Red kola. All of the flavours contain the beverages trademark combination of Schnapps, Caffeine, Taurine, Guarana but each have a very unique flavour. The cans are coloured red-yellow, green, blue-red, yellow-blue and red-white respectively and the drinks themselves are also coloured in the same way. The mixture of the drink has added colouring to it; your tongue can absorb them and changes the colour of your tongue. While cans were initially sold in 500ml cans in off licenses. The company has recently introduced a 250ml can which can be purchased in clubs and bars. As the alcohol percentage of the cans are 8%, this works out to 4 units in a big can and 2 units in a smaller one. No bottles of Dragon Soop exist, probably because it is cheaper to manufacture aluminium cans instead. Although all have their own colour scheme one constant stays between all can, and that is the company’s logo dragon and display of the name. Dragon Soop is always associated with having an awful odour and that it smells nothing like what it is supposed to taste. It's not a very powerful smell but it isn't very pleasant. An online review described the Lemon and Lime flavoured beverage as "it smells like glue mixed with lemon", which doesn't seem particularly appealing. Many people don't find themselves drinking it due to it tasting nice or having a pleasing aroma, but it successfully masks the taste of strong spirits such as Vodka, thus making it a lot easier to drink.
Scotland is probably the most well-known for its sales of Dragon Soop, Mainly because places like the U.S have banned such drinks. Although there are shops situated in England, in places such like London, the amount of shops selling it in and around Glasgow double the number of shops in London. But it seems the main target audience is students living at home or away. Although the Yorkshire (England) company says that its target is not students but a more general overview. However the company can’t be seen as targeting the youth personally as that would just cause bad press. With its £2.99 price tag the can is a save heaven for someone looking for a cheap and nasty drink. One the other hand its cheap price could be a blessing to those who enjoy the drink. It would offer a cheap night out. Most pubs and clubs don’t offer this product to their customers, maybe because of the high alcohol content or maybe because most pubs and clubs already offer a cocktail mix. What we do know is it has a very high popularity with the younger generation and can have some series side effects.
Dragon Soop does have a social media presence, and this is mainly on Twitter. With their current 1522 followers that get about 700 Re-Tweets per 100 Tweets the send. This mains per on average they get 7 Re-Tweets per Tweet. This shows there Social Media presence is not very large however they do use twitter to announce new stockists, which will only apply to a small amount of their followers. Social Media is an important part of today’s society and many large companies have accounts on these types of websites. It allows them to convey information to a wide spread of customers quickly and efficiently, at practically no cost. Dragon Soop's followers demographics displays 92.8 percent of people that follow them are from the United Kingdom. This is expected since the company is based here the surprising part is they do have a small amount of followers in the US, Canada and even Norway.
Larger organisations such like Tesco or Morrisons don’t stock this drink. This is particularly interesting as a company looking to succeed would not limit themselves to just off licenses and corner shops. Additionally, The limitations they impose on themselves could be the reason why they have not grown to be a widely spread company with suppliers worldwide. Purely from a business point of view the goal would be to have as many units out in as many shops as possible. Corinthian Brands (CBL) Ltd failed to do this. So although it is still a successful endeavour it will never reach its full potential. Another thing that might to limiting the company is it was only founded in 2011. Nearly all other drinks companies have been around for a far longer amount of time. So joining the industry at this stage will come with its draw backs and challenges. Least of which is gaining support from buyers so that other larger retailer will be potential in their drink. But with such wide variety already out there, do large stockist want to offer there long time customers more rivalry? The simple answer is no. They'd prefer to stay loyal to their existing contracts than bring in an unknown company.
There are many ways in which Dragon Soop can be criticised. For example, there is a current trend in binge drinking that people are more likely to purchase and consume high caffeine and a higher percentage of alcohol. The caffeine will essentially make you hyper and stop you feeling intoxicated, meaning that you will be more willing to drink more and this in turn can lead to health problems. The risk of dehydration is high with any alcoholic beverage, however with Dragon Soop due to the fact it also causes raised sugar level the dehydration effect goes unnoticed, and this leads to excruciating hangovers leaving the victim incapacitated and ill for a very long time. The idea of this drink having a target audience of mainly student ages causes concern that people will suffer from blackouts and many other related risks. Alcohol poisoning can lead to serious health problems and even death. It is no surprise that this drink can cause some serious problems the day after and for your overall health and well being.
There have been similar alcoholic energy drinks that have been banned in the UK for creating a lot of health issues, consisting of similar ingredients such as guarana and taurine and of course a high volume of alcohol. These banned drinks do have a higher alcohol content than Dragon Soop however the similarities between them raise if question if Dragon Soop should be still sold legally in the UK. Really it is a question on ethics. Should a drink that can cause so much harm so allowed to be sold? Or does the reliability sit with the drinker not the company? It is difficult to say either way, but binge drinking can cause the same drastic medical problems with any alcoholic drink, not just Dragon Soop. It could be argued that if Dragon Soop was banned in the UK, other alcoholic beverages that caused similar health problems should be banned too.
In addition, the colourful and florescent cans once attracted a younger child to them and they attempted to drink the alcoholic beverage thinking it was a box of crayons. This could easily happen to any child due to the bright colours that they are attracted to.It could be because the cans were left in a house or in children may feel compelled to lift them from shops, either way the dangerous substance could potentially kill younger children. This poses a serious threat and could even give children an incentive to drink.
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- Review. Reviewer Website. Retrieved on 24 November 2013.
- Twitter - Information. Information Processing. Retrieved on 23 November 2013.
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