THE booze business, already stood on its head by controversial "alcopop", is heading for another shake-up with the introduction of fruit-flavoured liquor.

As the industry agreed to tighten its rules on the marketing of alcoholic "soft" drinks, plans were in hand to launch fruit-flavoured ciders.

Marketing practices are being changed after concerns that alcopops - as potent as strong beer - encourage under-aged drinking.

However, this year's craze is expected to be tipple like Inch's Lemon Lightning and Diamond Zest, a "lemon cider cooler" from Taunton. "While soft drink products get laced with alcohol, fruit flavours are being added to alcoholic drinks," said Mike Dennis, drinks editor of Supermarketing magazine.

"Suppliers everywhere admit that the lines between what is soft and what is not are becoming more and more blurred."

Mr Dennis believes inventive brands of beer will continue to flow across the Atlantic from Canadian and American brewers, which have already given us dry, ice and light beers.

"It can only be a matter of time before one of the large US breweries launches a red beer in this country," he said.

Mr Dennis predicted that widget beers would keep their appeal with the "second generation" widget designed to give a creamy head AND bubbles.

He saw a bright future for Irish ales and stouts, particularly after the success of Caffreys. But the outlook for the continental beer market was gloomier.

"We've got Stella, Heineken, Kronenbourg - name me the big brand from Europe that isn't here," said Peter Philpot, managing director of take-home trade at Guinness.

Czech lager had done well in the UK last year but Mr Philpot doubted that there was room in the market for other Eastern European beers.

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