Marketing alcohol to children
Mix candy-flavored, high-alcohol carbonated malt liquor; a celebrity pitch man with broad, multiracial youth appeal; and a release date timed to coincide with spring break and prom season and what do you get? A recipe for tragedy.
There have been calls in the past for a ban on "Alcopops" -- so called because the alcoholic beverages taste like soda -- because of their attractiveness to young consumers, but with the release of Blast by Colt 45 just before Spring Break, there is a renewed urgency for something to be done about the marketing of alcohol to teens.
Paul Porter of Industry Ears observes, “Colt 45 makers are raising the alcohol level from the already high 6 percent to the even higher 12 percent, and enticing young people with hip hop themes and lollipop flavors such as grape, strawberry lemonade in colorful packaging similar to energy drinks and soda. It appears as if Colt 45 hopes to expand its market with our children.”
According to Industry Ears, "The marketing campaign will specifically target 'hip hop' and 'urban' markets. The owners have tapped Calvin 'Snoop' Broadus" -- who earlier this month appeared on the Kids Choice Awards -- "to be ‘Blast’ spokesperson as part of a multi media assault that will embed ‘Blast’ in Snoops’ Twitter feeds, Facebook, radio DJ talking points and even the performer’s song lyrics."
Alcohol is a leading cause of death and injury for young people. In the US, an estimated 5,000 young people die each year from injuries caused by underage drinking. Meanwhile, teen alcohol use is on the rise. According to a new survey published last week by The Partnership at DrugFree.org, teens view drinking alcohol - even heavy drinking - as less risky than using other substances. Of those teens who reported alcohol use, a majority (62 percent) said they had their first full alcoholic drink by age 15. A majority of teens, seven out of 10 (73 percent), report having friends who drink alcohol at least once a week.
If you are concerned about the marketing of alcoholic beverages to children, call Pabst Blue Ribbon directly and share your concerns: (800) 935-BEER (2337).