Leading the Way

UPDATE: According to a CBS news online report (5/18/07), Anheuser Busch is stopping sales of Spykes.  The company's marketing vice president explained, "Due to its limited volume potential and unfounded criticism, we have ceased production of Spykes."  Michael J. Owens, Anheuser-Busch Cos.' marketing vice president, said in a statement.  A number of organizations dedicated to fighting underage drinking called attention to the small bottles of malt beverages, saying they were designed to appeal to minors. Read CBS online story in full

It wasn’t that long ago that distillers reached a new market through ‘alco-pops’ drinks – sweet but dangerous in their appeal to underage drinkers.  

Now Anheuser Busch is drawing attention (and sales) to their new, caffeinated drinks designed for easy transport.  The new product, Spykes, are small (2.5 to 3 ounces) malt beverages, with 12% alcohol.  Spykes are being marketed as something to add to beer to take it “up a notch”.  According to the promotional website, Spykes “gives kick to your beer, flavor to your drink, and is a perfect shot”.  They come in four flavors (Spicy Mango, Hot Melons, Hot Chocolate, Spicy Lime) and are retailing for $0.75 up to $1.00 each.  They are attracting attention through their splashy, high graphic website.   

Spykes are sold in colorful containers similar to small perfume or mouthwash bottles.  They are easy to slip into a purse or backpack. The packaging design and marketing campaign are especially appealing to teens.  The addition of caffeine, ginseng and guarana appeal to the people already buying energy drinks like Red Bull.   

Law enforcement and parents are being cautioned to learn what these new alcoholic products look like.  Michigan State Police have issued a bulletin to officers due to concern that the small bottles will easily be overlooked, especially in a purse.

FIND OUT MORE ABOUT SPYKES IN THIS MSNBC NEWS ARTICLE: A Booze Buzz For Teenyboppers?

    2000 Prairie View Prevention Services, Inc.