Alcopop: fizzy drink which allows alcohol to be introduced into the bloodstream while bypassing the taste buds. Lisa Buckingham, The Guardian, 1996-11-26
Sweet-tasting alcoholic beverages such as Smirnoff Ice, Skyy Blue, Bacardi Silver, and Morgan Gold otherwise known as “alcopops” are getting high exposure according to pools of 12-18 year-olds (Global Strategy Group). The Center for Science in the Public Interest (CSPI) released a study showing that kids (primarily 13-15 year old female, middle class and generally 'light' drinkers) are being targeted with TV ads ($77 million in 2001) and advertising expenditures are expected to be five times higher in 2002. More than 73% of teens ages 12 to 18 report seeing alcohol beverage television advertisements after 9 p.m. on school nights, including 71% of youths ages 12-13. Clearly, these ads are working, as the survey shows product recall of 47 % for Smirnoff Ice and 54% for Mike’s Hard Lemonade among the young 12 to 13 year-olds. (Sources CADCA and MADD releases)
New beverages including Mike’s Hard Lemonade, Rick’s Spiked Lemonade, Doc Otis’ Hard Lemonade, Jed’s Hard Lemonade, Tequiza, Sublime, and Hooper’s Hooch come in hip, bright, and colorful youth-oriented packaging. The labels resemble non-alcoholic lemonade, fruit punches and soft drinks -- all popular with teens -- though labels do disclose alcohol content. More than 80% of teens say "alcopops" are easy to get if they want them.
At a Washington press conference, George A. Hacker, CSPI’s director for alcohol policies said, "‘alcopops’ are gateway drugs that ease young people into drinking and pave the way to more traditional alcoholic beverages."
Noting government’s failure to halt the marketing of "alcopops" by approving their labels, he called for Federal action to protect American children. CSPI released letters it had delivered to Robert Pitofsky, Chairman of the Federal Trade Commission (FTC) and Bradley Buckles, Director of the Bureau of Alcohol, Tobacco, and Firearms (BATF), that called for a crackdown on unfair and misleading marketing practices. Also speaking at the press conference was General Arthur T. Dean (U.S. Army, retired), Chairman and CEO of the Community Anti-Drug Coalitions of America (CADCA).
According to a CSPI poll
- 90% of teens agree that drinking the newer, sweeter drinks can make it more likely that teenagers will try other alcoholic beverages;
- 41% of teens 14 to 18 have tried an "alcopop";
- twice as many 14- to 16-year-olds prefer them over beer or mixed drinks;
- more than half of all teens point to attributes of the products -- their sweet taste, the disguised taste of alcohol, and their easy-to-drink character -- as major reasons teenagers choose "alcopops" over beer, wine, or cocktails.
According to the National Institute on Alcohol Abuse and Alcoholism, young people who begin drinking before the age of 15 are four times as likely to develop alcohol dependence than those who wait until age 21 to start. More than 10 million Americans between the ages of 12 and 20 currently drink alcohol.
Citing the findings of the national polls and two focus groups of teenagers conducted in Westchester County, New York, and Newton, Massachusetts, CSPI delivered letters to the Federal Trade Commission asking it to investigate the marketing of "alcopops" to teens and order labeling changes and reforms at the retail level. The BATF approves every alcoholic-beverage label. CSPI asked the BATF immediately to: revoke approved labels for several "alcopop" drinks, require revisions in the design of "alcopop" labeling and packaging, and require "alcopop" producers to disclose their marketing plans and submit "alcoholism and underage-drinking impact assessments" to the agency prior to label approval.
Source: National Poll Shows “Alcopop” Drinks Lure Teens Groups Demand Government Investigate "Starter Suds" The CSPI poll, "What Teens are Saying about Alcopops," was conducted during March 2001 by Penn, Schoen & Berland Associates, Inc. It included telephone interviews with 600 teenagers 14 to 18 years old and 500 adults 21 and over.
"Alcopops" Appeal to Teens
- “It’s a drink to mess you up without you knowing it.”
- "For people who don't like the taste of alcohol, it is a way to get drunk without the bad taste."
- “Sweeter than beer. It is better tasting than like beer or vodka or something."
Teens Think "Alcopop" Marketers are Targeting Them
- "Younger people I guess. I think older people would think they're a little too mature for that."
- "I think that teenagers are more likely to drink Mike's Hard Lemonade than a 20-year-old would be. Just because of the taste. It's more sweet."
- "They have to know that kids are going to see that, and find it appealing. It's sort of like a dirty scheme. They are out to get you."
Teens Recognize "Alcopops" as a Gateway Drink
- "It's possible that they [kids] could progress onto another thing. They might try harder alcohol. They can get drunk faster."
- "It's a gateway kind of thing."
- "I think these things are going to start breeding alcoholics. That's my theory. You start young and you grow up liking it."
- "You got to crawl before you can walk."
SOURCE: Verbatim quotes from dialogue on "alcopops" among 15 to 17 year-olds in two focus groups conducted for CSPI by Penn, Schoen & Berland Associates, Inc. in Westchester, NY (January 30, 2001), and Boston, MA (February 2, 2001).
NOTICE: A joint investigation conducted by the Federal Trade Commission (FTC) and the Bureau of Alcohol, Tobacco and Firearms (BATF) has found that manufacturers of alcopops, or flavored malt beverages such as Smirnoff Ice, do not target underage drinkers. The investigation surveyed ten cities and reviewed advertising and internal alcohol company documents. While investigators did not find evidence that the alcopops products were targeted to under-21-year olds, the FTC did find that label improvements were necessary.
If you feel differently about this issue, and wish to express your opinion, please look for a CADCA Action Alert that will be issued next week. Or visit www.cadca.org, where it will be posted.
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