Is Alka Seltzer in touch with hangover market? Do UK consumers still reach for Alka Seltzer as a hangover cure, or is one of its rivals a more likely choice? Jennifer Hiscock asks if the brand has lost its 'Plink-plink-fizz'. (Brand Health Check).(Brief Article)(Statistical Data Included)

Ever had that sinking feeling when you wake up after a big night and remember all the embarrassing things you did? Ever sworn never to let another drop of alcohol pass your lips?

Relax. You're not alone. Figures from AC Nielsen show that UK consumers spent no less then [pounds sterling] 1.9bn on alcohol in shops in the run-up to Christmas 2000.

And if you feel as bad as the rest of them this January, you might be in need of someAlka XS, launched in 1997, or its sub-brand XS Go, launched late last year.

XS Go -- a painkiller and pick-me-up remedy,'with a hit of caffeine', -- has departed from its trademark effervescent format. XS Go comes in tablet form in a bid to capture a market that doesn't have time to wait for the fizz.

It is riding high on the biggest-ever …