Alcohol Justice, another example of how alcohol is marketed to minors:
Alcohol Justice called attention to a disturbing, new marketing/packaging
brainchild – single-serve alcopops in soft-sided pouches that are cheap and highly
portable - in other words, very appealing to youth . Since then, the product category has exploded . . . As multiple media sources have recently indicated, there are not many
alcohol producers that haven't jumped on board with the
Manufacturers across the
country have started to produce their own versions of the shtick: sweet, flavored malt beverages
sold in squeezable pouches that are easy to carry, easy to consume, and easy to
conceal when entering venues that prohibit alcohol from being brought inside.
Because the producers say they are malt-based, these Smirnoff and Captain
Morgan/Parrot Bay pouches sit on the shelf alongside beer, and get the benefit
of very low beer excise tax rates as well. And with their bright colors, snazzy
flavors like Cherry Limeade, and frequent encouragement to freeze and serve like popsicles, these drinks
appeal to young drinkers looking for the the next big thing.
product category represents just one more format with which the industry
attracts kids and infuses alcohol into every aspect of young people's lives – by
replacing Capri Sun pouches with Phusion's Island Squeeze, and providing a new
way to sneak alcohol into college football games and concert venues.