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Cool, refreshing, sweet - and alcoholic. The alcoholic drink of choice for underage teens – especially girls – is deceptively appealing. More teen girls than boys report drinking alcohol and at higher amounts; the American Medical Association (AMA) points to the popularity of so called ‘girlie drinks’ or Alcopops as a major force behind the change. Alcopops (also called clear malts, flavored malt beverages, Cheerleader beer, malternatives, ‘RTDs’ - Ready To Drink, or ‘FABs’ - Flavored Alcoholic Beverages), are fruit-flavored, malt-based drinks that come in colorful, child-oriented packaging. The sweetness and flavoring hide the taste of alcohol (1) and most people who are aware of alcopops mistakenly believe they aren’t as strong as other forms of alcohol. Actually, a 12-ounce alcopop, a 12-ounce mug of beer, a cocktail with 1.5 ounces of spirits, and a 5-ounce glass of wine have the same amount of alcohol (from 5-7%) and cause the same effects. The sweet, sugary alternatives to bitter beers and wines combine the sweet taste of Kool-Aid with the kick of malt liquor to create a taste that is particularly appealing to teens. The marketing for this style of alcohol also appeals to the younger generation. Even though the alcohol industry claims it is marketing alcopops to young adults, ages 21-27, far more teens than adults are aware of the advertising and commercials. (Teen awareness of alcopop ads) The industry has successfully managed to have alcopops grouped with beer instead of liquor. That opens the door to easier advertising - the liquor industry is able to use television to place its logos, colors, and brand names in front of millions of viewers, including teens. In fact, TV beer ads are among the most widely anticipated and remembered ads during sports events such as the Superbowl. A recent report from the Center for Science in the Public Interest (CSPI) found that alcopop ads also ran during pre-9 p.m. shows with a high teen audience including "Fear Factor," "Friends," and National Basketball Association games. Most of the teens surveyed in a CSPI poll had seen and recalled alcopop ads, and tied the ads to specific brands. (See Brand Awareness) That recall seems to be linked with drinking alcopops. The CSPI poll found that a majority of teens 17-18 years old (51%) and many teens 14-16 years old (35%) have tried alcopops, compared to less than a quarter of adults (24%) (2). What do all the statistics mean? The AMA released results (summary of key results) from two nationwide polls revealing the extent of underage consumption and marketing exposure to alcopops or so-called "girlie drinks." The AMA is worried that hard-liquor brands are using these sweet-flavored malt beverages as "gateway" beverages to attract less-experienced drinkers. "We're alarmed and concerned with these findings," said J. Edward Hill, president-elect of the AMA. "The percentage of girls who drink is on the rise faster than boys, and the average age of their first drink is now 13. These troubling trends make the aggressive marketing of so-called alcopops even more dangerous." It is
dangerous, especially for teenaged girls. (See:
Alcopops advertising to girls;
Health effects of
alcohol on women and girls) The AMA is so concerned about the growing
number of teen girls imbibing the sweet drinks that it has developed a poster
with warnings about the dangers. The lure of alcopops leads to further trouble as people mature. In fact, with cool colors and names to match - Twisted Tea, Doc Otis Hard Lemon, Mike's Hard Lemonade, Rick's Spiked Mandarin Lime, Smirnoff Ice, Skyy Blue, Captain Morgan Gold, Stolichnaya Citrona, and Bacardi Silver - alcopops are a soft entry to the hard world of alcohol. Teens and young adults who drink alcopops may turn to the malt beverage "big brothers" - Smirnoff, Captain Morgan, Stoli, and Bacardi - as adults. The most important
thing for parents to remember is simply this: Alcopop drinks are alcoholic
drinks, and teens who drink them face the same problems as teens who drink beer,
whiskey or wine, including alcoholism, liver disease (hepatitis, cirrhosis),
cardiac problems and brain impairment. Discuss the issue with your children,
examine the ads and commercials promoting alcopops and then make a pitcher of
real lemonade to share on hot summer afternoon. It’s well worth the effort.
1-The
National Center on Addiction and Substance Abuse (CASA) at Columbia University.
“Teen Tipplers: America’s underage Drinking Epidemic.” Revised February 2003.
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2000
Prairie View Prevention Services, Inc.
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