Alcopops: Youth Drinking Epidemic

Alec Alcopops Youth drinking epidemic Underage drinkers consume 17.3% and 47% of all alcohol sold of all alcopops sold What's an alcopop? Alcopops are sweet, sugary beverages that look and taste like soda-pop, lemonade, punch or tea, but contain alcohol. Companies market these Alcopops comprise and brand extensions including some popular ones such as Smirnoff Ice, Skyy Blue, Stolichnaya Citrona, starter drinks' to appeal teens. more than 100 brands Bacardi Silver, Jack Daniel's Original Hard Cola, Captain Morgan Gold and Mike's Hard Lemonade. Alcopops have between 4-8% alcohol by volume. %3D 4 oz Wine 1 oz Hard Liquor 12 oz %3D Alcopop Lager Beer Mostly underage teens. Typically alcopops are marketed to look like familiar drinks to kids. They come in colorful child oriented packaging and are made to look fun, sexy and cool. Who drinks Alcopops? 20 %* had their first drink of alcohol, other than a few sips, before Clear bottle that shows what is inside age 13 Handy sized bottle. Easy to carry on a night out 70-80% of alcohol consumed by 1 of 3 14-17 year-olds is in the form of alcopops of all teens older than 12 have tried 'alcopops' Youth who start drinking by 15 are 4 times more likely to become alcohol-dependent than those who wait until 21. Sweet favor, appealing to children The Alcohol Industry Admits... "The beauty of this category [alcopops] is that it brings in new drinkers, people who really don't like the tastes of beer." Marlene Coulis, Director of New Products, Anheuser-Busch, quoted in Advertising Age, April 22, 2002 Brightly colored liquid WOW! BRAND Well known brand. Sometimes the same brand makes several "With younger drinkers, their palates haven't quite matured yet to drinks like bourbon. Malternatives are a sweeter drink, they're easier to drink and it takes less time to mature to the taste." Trish Rohrer, Brand-Development Manager, Boston Beer Company, quoted in Restaurants USA, May 2002 flavors of alcopops. Attractive label "This is the perfect 'bridging beverage' [between carbonated fruit juices and the new hard lemonades]." Terry Hopper, National Sales Manager, Sublime Hard Lemonade, quoted in Washington Post, September 13, 2000 Inviting colors UNDERAGE ALCOHOL USE (Within 30 Days by Alcohol Category. In Percentages) O Beer And you can become dangerously drunk without realizing it because: O Alcopops Sweet flavors can disguise the taste of alcohol, and you may not realize how much alcohol you are consuming. I Wine I Spirits Sugary drinks kill taste and thirst quenching effect so you will also want more of them. 40 35 30 The carbon dioxide of carbonated drinks, like alcopops, increases the pressure in your stomach, forcing alcohol out through the lining of your stomach into the bloodstream. 25 20 15 10 BAC stands for blood alcohol content and it is the number of milligrams of alcohol per milliliter in your bloodstream. BAC is the determining factor identifying the legal limit for driving. BAC also is used to characterize levels of impairment. What is BAC? HOW A RISING LEVEL OF BAC HOW A RISING LEVEL OF BAC CAN LIMIT YOUR BRAIN (BAC and Skills Impairment) BAC BAC AND "TYPICAL" DRINKS BOYS INCREASES CRASH RISK GIRLS (In one hour of drinklng) (Female 120lbs.) (Male 160lbs.) 0.10 |12 TIMES 8 TIMES Concentrated attention, speed control, breaking, gear changing 0.09 4 DRINKS 0.08 III 3 TIMES 0.07 I|2.5 TIMES Information processing, judgment 4 DRINKS 0.06 3 DRINKS 2 TIMES Comprehension 0.05 3 DRINKS Coordination Eye movement control, choice, steadiness, emergency response 0.04 2 DRINKS 0.03 Tracking and steering It's a plain and simple fact.. 0.02 2 DRINKS Divided attention, reation time, visual function 0.01 Alcohol affects Women are generally smaller, so ingesting the same amount of BAC alcohol as a larger man will produce a higher BAC. your driving. Sources * New Jersey State Official data. http://www.ncaddnj.org/file.axd?file=2011%2F6%2FAlcopops+Primer.pdf http://www.princeton.edu/campuslife/docs/Just-the-Facts-_Web.pdf http://www.drinkinganddriving.org/blog/ DRINK luuluuluul.......l. 8th grade 10th grade 12th grade