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It is not surprising that the alcohol industry and the prevention world talk two different languages. The former markets fruity, sweet alcoholic beverages to inexperienced and unsuspecting young people while the latter tries to rid the world of this evil nemesis.
What’s so wrong with a delicious, sugary, 7+% pre-mixed alcoholic drink? Well it’s a delicious, sugary, 7+% pre-mixed alcoholic drink for starters. Not to mention the flashy packaging and bubbly fizz.
Although the alcohol industry will deny it, these drinks are clearly marketed to underage drinkers, especially girls. Teens don’t usually like the taste of alcohol, especially the first few times they try it. The trendy colors, sweet taste and lemonade-like appearance take the edge off for first-timers. The labels scream ‘Drink Me’ like the bottle in Alice in Wonderland.
These alcoholic beverages may go undetected by even the stealthiest of parents. The labels of these drinks look like any other non-alcoholic drink. Pictures of lemons, palm trees and iced tea soaking in the sun can often be mistaken for traditional non-alcoholic beverages. Some of the names can also be deceiving, like Skyy Blue, Six Degrees, Bacardi Breezer, Mike’s Hard Lemonade, and Smirnoff Ice.
According to the Journal of Pediatric and Adolescent Medicine, exposure of underage youth to alcohol advertising in magazines recently grew by 216% for these types of drinks. The target market is towards young, inexperienced, underage drinkers. This audience is drawn to flashy colors, and sweet bubbly liquids in a stylish bottle.
Don’t let the alcohol industry fool you….they know their business. Parents: make sure you know yours. For images of AlcoPops, friend 7VCASA on Facebook and check out the photo tab.
Kimberly McRae Friedman is the Associate Director of Seven Valleys Council on Alcoholism and Substance Abuse, Inc. and a member of Cortland Area Communities that Care (CACTC).
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