THE changing tastes of British drinkers have cost 30 Southampton workers their jobs.

A steep fall in sales of fruit-flavoured alcopop Bacardi Breezer has meant that the firm has been forced to lay off 30 staff from its bottling plant in Southampton docks.

Back in 2002, Bacardi Breezer was at its peak, with seven million cases - about 168 million bottles - swilled down.

However, a government tax hike and an outdated image are thought to be behind a dramatic decline in sales.

Despite extensive marketing, Bacardi is now shifting just three million cases of Breezer a year - 72 million bottles - a fall of well over 50 per cent.

The UK sales slump, combined with tough trading conditions overseas, has forced bosses to cut shifts at the plant, which employs 540 people, from five to three a day.

Bacardi Breezer is imported as a concentrate to the Southampton plant, where it is mixed and bottled ready for distribution across the country and export to Europe.

Bacardi's Chris Searle said: "A full business review has concluded that lower production capacity will be required in the foreseeable future and that this action needs to be taken to reflect likely future demand.

"It has been prompted by the continued decline of the low proof sector, which is essentially drinks of five degrees proof. This is primarily Bacardi Breezer."

Mr Searle confirmed that the future of the plant was safe.

He said: "This is just one part of our business. The rest of the business is in strong shape.

"Sales of Bacardi Costa Blanca white rum have increased by 25 per cent over the past four years.

"We are taking this action to safeguard the future.

"This is the first time since we came to Southampton nearly 30 years ago that we have had to reduce production capacity here."