Hard lemonades, colas, iced teas, and ciders. In the past several years, these sweet-tasting “malternatives” have been gaining in popularity, mostly among young people. In fact, brand recognition for these drinks is much higher among teens than among adults. “Teens are three times as likely to be aware of “alcopops” and nearly twice as likely to have tried them.” (What Teens and Adults are Saying about “Alcopops”, Alcohol Policies Project, May 2001). Why is that?
Easy Access. Alcopops may be easier for teens to purchase than traditional beers, wine, and liquors. In fact, as many as “1 in 4 underage people are able to buy “alcopops” at convenience stores.” (ibid.) This statistic suggests that carding practices for youth attempting to purchase these drinks are not as stringent as for other alcoholic beverages. In addition, alcopops are often strategically placed near juice beverages and other items likely to appeal to teens.
Sweet Taste, Cool Names. Made to taste like favorite colas or fruit drinks, Alcopops provide a viable alternative for teens who don’t like the taste of other alcoholic beverages. Malternatives have an alcohol content comparable to (or even more than) that of beer; however, the flavoring lessens or completely eliminates the alcohol taste, allowing kids to drink larger amounts more quickly. In addition, hip sounding names like Rick’s Spiked Lemonade, Hooper’s Hooch, and Skyy Blue appeal to teen sensibilities. Beverages come in six packs and cases, and if that isn’t enough, some are even available in kegs.
Advertising Opportunities. With the exception of beer, the alcohol industry is banned from advertising their products on broadcast television. Because alcopops are technically classified as beers, the addition of these malt-based options to an existing liquor product line is an attractive option to companies. This allows them to skirt the restrictions and get their brand names and logos out frequently in front of a much larger and wider audience.
Friends for Life. The fact that many kids don't like the taste of liquor, beer, or wine helps in the fight against underage drinking. Enter alcopops; the perfect option for teens who haven’t yet developed the taste for more “adult” liquors. Young drinkers are introduced to a yummy “starter drink” at an early age, starting a relationship between the child and the brand that can lead to experimentation with and possible regular usage of the parent liquor. And a lifelong customer is born.
The Problem with Alcopops. The mix of teens and any alcoholic beverage is dangerous. “Alcohol kills more than six times as many teenagers as all illicit drugs combined and is a major factor in the four leading causes of teen death-motor vehicle crashes, unintentional injuries, homicides, and suicides.” (George A. Hacker, Press Conference on the Marketing of “Alcopops” to Teens, May 9, 2001.) Sexual activity and sexual violence are also correlated with alcohol use. In addition, early drinkers are more likely to wind up abusing alcohol or other drugs later in life. "Training wheel products" that may encourage kids to start drinking earlier and more only serve to add to the risk.
You may also be interested in Tobacco Advertising and Teens and New Cigarette Targets Girls.
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