New Fads inTeen Alcohol

Use

October 10, 2009Pamela S. Imm, Ph.D.

LRADAC, The Behavioral Health Center of the Midlands

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What has changed… What kids drink (potency) How much kids drink Frequency of drinking Age of initiation Availability Definition of a “drink” Parental/adult supervision

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What else has changed…Trends

Party scene is changing! Impact of technology Products Use of multiple substances

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Age of Initiation Nearly 1/3 of youth begin drinking before

age 13 The peak years of alcohol initiation are 7th

and 8th grades Average age of initiation

Females:14.36 Males: 13.90

The Surgeon General’s Call to Action to Reduce Underage Drinking 2007

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Youth Binge Drinking Binge drinking –

Women: 4 or more drinks in a row Men: 5 or more drinks in a row

Youth (12-20) 5 drinks/occasion – 6 times/month

Adults (26+) 2-3 drinks/occasion – 9 times/month

The Surgeon General’s Call to Action to Reduce Underage Drinking 2007

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Just the Facts… Alcohol is the most widely used substance of

abuse among America’s youth. By age 15, approximately ½ of boys and girls

have had a whole drink of alcohol – not just a few sips; by age 21, approx. 90%

Highest prevalence of alcohol dependence in any age group is among people ages 18-20

Early, heavy drinking is associated with increased risk for adverse lifetime alcohol-related consequences

The Surgeon General’s Call to Action to Reduce Underage Drinking 2007

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Influences of Underage Alcohol Consumption *Normal maturational changes *Multiple social and cultural contexts Genetic, psychological and social factors

specific to each adolescent *Environmental factors that influence the

availability and appeal of alcohol

The Surgeon General’s Call to Action to Reduce Underage Drinking 2007

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PRODUCTS

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It’s all in the family… Alcopops Flavored alcoholic beverages (FABs) Flavored malt beverages Ready-To-Drink beverages Malternatives Low-alcohol coolers/refreshers

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The “New” Kid on the Block

Alcoholic Energy Drinks

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Production of Alcopops A liquid is derived from malt It is filtered to remove most or all taste,

odor and alcohol “Flavoring” is added to the liquid, which

includes distilled alcohol Product distributed as malt beverage (most

or all brewed alcohol is removed – distilled alcohol only)

Beer classification

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Why the Classification? Advantages – Beer is:

Advertised on electronic media Taxed at substantially lower tax rates Available in a greater # of retail locations,

particularly those likely to be frequented by underage drinkers

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SECTION 61‑4‑10 Nonalcoholic beverages definedThe following are declared to benonalcoholic and nonintoxicating beverages: all beers, ales, porters, and other similar malt or

fermented beverages containing not in excess of five percent of alcohol by weight;

all beers, ales, porters, and other similar malt of fermented beverages containing more than five percent but less than fourteen percent of alcohol by weight that are manufactured, distributed, or sold in containers of ten ounces or more or the metric equivalent;

all wines containing not in excess of twenty-one percent of alcohol by volume.

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SECTION 61‑4‑170Beverages resembling vegetable, fruit or soft drinks

It is unlawful for a person, with or without a beer or wine permit, to sell or to offer for sale a beverage generally used as and for a soft drink rather than as a medicine or for cooking purposes having an alcoholic content, when the beverage resembles in color and general appearances a vegetable drink, a fruit drink, or a soft drink….

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SECTION 61‑4‑180Labeling It is unlawful for a person to sell or otherwise

introduce into commerce nonalcoholic and nonintoxicating beverages lawful under the provisions of this title, unless labeled in accordance with the provisions of the Federal Alcoholic Administration Act and rules and regulations promulgated thereunder. A violation of this section subjects the nonalcoholic and nonintoxicating beverages found in the possession of a person violating this section to seizure, confiscation, and sale, as provided in Section 61‑6‑4310.

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“Girlie” Drinks Began in 1984 with the introduction of

wine coolers Using sweet-flavored beverages (alcopops)

to attract less-experienced female drinkers Fun, sexy, cool – less risky to drink

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What you should know about alcopops…they’re full of calories!

BrandCalories

(per 12 oz)

Smirnoff Ice 228

Bacardi Silver 225

Bacardi Silver Raz 225

Bacardi Silver O3 225

Bacardi Silver Limón 225

Skyy Blue 235

Henry's Hard Lemonade 315

Jack Daniel's Hard Cola 232

Mike's Hard Lemonade 220

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Alcopop Calories

Smirnoff Ice 228

Bacardi Silver 225

Skyy Blue 277

  Product Calories  12 oz Regular Beer 145  12 oz can Cola 150  1  Hostess Twinkie 150  1 Krispy Kreme glazed donut 200  1 pck chocolate-covered malt balls 180

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Zima ZIMA XXX® - ZIMA was the first-ever malternative,

launched in 1992.

In 2004, Coors reformulated the recipe and launched ZIMA XXX, available in bold colors and flavors, including: Hard Lemon Lime, Hard Black Cherry, Hard Punch and Hard Orange.

Zima was reformulated in 2007 and is available in three citrus-based flavors.

Zima is lighter in carbonation and alcohol content, making it more drinkable and lower in calories than the old formula.

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Anheuser-Busch Products

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Out With the Old…

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…In With the New

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Bacardi Silver A clear malt beverage made with natural

citrus flavors and features a crisp, refreshing taste. Bacardi Silver Peach Bacardi Silver Watermelon Bacardi Silver Raz Bacardi Silver O3 Bacardi Silver Big Apple Bacardi Silver Strawberry

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Tequiza The nationwide rollout of Tequiza in 1999

was one of Anheuser-Busch's most successful new-product introductions ever. Tequiza is the first American-made malt beverage combining lager beer with real blue agave nectar and the natural flavor of lime.

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Miller Brewing

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Sparks Very sweet, orange

citrus flavor Carbonated Addition of taurine to

boost energy effects The “new” Red Bull

and vodka

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Rockstr “Energy” Drinks

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Joose According to its

packaging, Joose is comprised of malt beverage, caffeine, taurine, ginseng, and natural coloring.

***(9.0-9.9% ABV)***

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Alcohol & Energy Drinks Young adults combine alcohol and energy

drinks to: improve physical performance in sports, increase stamina, increase endurance, improve reaction speed and concentration, increase mental alertness to stay awake and

focus while studying, improve overall “well-being,” and to stay out later and party longer.

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What’s the big deal? Caffeine and alcohol are both diuretics, so

dehydration is a possible issue. Combining strong stimulants (caffeine or

caffeine-like stimulants) with a heavy depressant (alcohol) could cause cardiopulmonary or cardiovascular failures.

Both stimulants and alcohol contribute to a loss of coordination and balance.

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What’s the big deal? Both stimulants and alcohol affect the

body's ability to regulate temperature. Stimulants may cause drinkers to feel

more alert, making them perceive themselves as less impaired for driving or other dangerous activities.

Stimulants cause drinkers to stay awake and alert longer, possibly extending the length of time they will continue drinking.

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Price Comparison

Alcoholic BrandRockstar 21 $1.59

Sparks $1.53

Tilt $1.53

Nonalcoholic BrandRockstar Juiced $2.03

Lost Energy $2.07

SoBe Adrenaline Rush $2.03

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How can you tell the difference? Non-alcoholic energy drinks have nutrition

facts and ingredients listed Look for labeling of alcohol content

(although it may be very small)

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Mike’s Hard Lemonade

The "Mike's" product line now includesthe following brands: Mike's Hard Lemonade (5.2% alcohol, 7% outside US) Mike's Hard Iced Tea Mike's Hard Cranberry Lemonade Mike's Hard Berry (5% alcohol) Mike's Hard Lime (5% alc/vol in 11.2 fl oz bottle) Mike's Light Hard Lemonade (4% alcohol) Mike's Hard Frozen Lemonade Mix (alcohol included) Mike-arita Mike's Hard Crisp Apple (5% alcohol)

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Mike’s Premium Malt Cocktails

Ready drink cocktail from the bottle:

1. Lemon Drop – most popular bar shot

2. Crantini - #1 juice mixer for cocktails

3. Screwdriver – one of the most well known and established cocktails in US

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Wet Willy’s Made with high quality

ingredients including the finest grade gelatin, premium wine alcohol, and natural flavors. Passion Punch Karmakazi Blue Islander Purple Shooter Melon Drop Golden Splash

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Wet Willy’s – Party Ideas Make your next Super

Bowl party truly super by bringing Wet Willy's Edible Drinks. With their wide range of colors and exotic flavors you can show your true colors by matching the tastes you like with the colors of the team you love.

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Smirnoff Ice SMIRNOFF ICE is a beer

alternative brewed using a malt base that gives ICE a refreshing citrus flavored taste.

SMIRNOFF ICE is brewed using a malt base and contains a special recipe that gives it a clean, crisp, refreshing taste that doesn't weigh you down.

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Smirnoff Raw Tea A delicious iced tea

beverage with an invigorating taste experience

Takes natural raw tea brewed in a premium malt beverage that is then ice-filtered 5 times to create a powerfully smooth, infinitely refreshing taste that is naturally loaded with flavor

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Seagram’s Liquid Haze The unique black

raspberry and grape blend provides a bold tasting experience for those seeking something out of the ordinary

Smooth Green Machine – has a “more adult taste”

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Tooters Tooter Lingo Liqueurs “the most innovative

packaging of distilled spirits produced in the last fifty years.” BaMamaHama Red-Diculous On The Beach Yellin' MelonBalls Blu-Dacious Kamikazi Zipperhead Ala Bama Slama Lemon Drop

For the ultimate convenience - included the glassware and even poured the drink. It really is "The Party in a Tube."

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• The “Next Generation of Shots” • Fun and EXTREMELY interactive

• In order to enjoy this flirtatious shot, you’ll need a partner. That’s right, it takes two to tango with this tasty treat. One person to “Suck” and another to “Blow”. It is the interaction of two people that make it so popular.

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Pocket Shots Now you can have it one shot at a time, any

place, anywhere. Each Pocket Shot is sealed in a near

unbreakable, flexible, squishable, pocket stuffable pouch making them perfect for active activities, outdoor adventures, and glass restricting venues.

You are limited only by your imagination!

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Firefly Sweet Tea Vodka

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Starbucks Liqueur

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Just Around the Corner…

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Bong Spirit Vodka The bottle, which

takes the shape of a bong and led to the brand name, clearly stands apart from every other brand on the shelf.

A collector series of bottles featuring the art of several up and coming artists.

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Smirnoff Source The beverage is light, crisp and perfectly

balanced to deliver the ultimate in refreshing taste.  

With a suggested retail price of almost $10 for a 4-pack, Smirnoff Source™ will provide adult consumers with a new choice – an ultra-premium alternative to domestic beer.

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Flavored Liquor

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Clothing/Apparel

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Reef Dram

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Reef Fanning Sandal CHURCH

KEY TO OPEN YOUR "SODA" BOTTLE

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You Be The Judge

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Alcohol Industry “Responsibility” For every “responsibility” ad aired in 2002,

there were 226 alcohol product ads. For every $ spent on “responsibility” ads, the industry spent $99 on product ads.

Brewers’ and beer wholesalers’ “responsibility” programs have been more effective as public relations

tools that as serious prevention; no evidence of effectiveness

Do more to build brand awareness and loyalty than discourage problem drinking

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Risky Business – It’s not Just About Drinking & Driving

Risky sexual behavior - unintended pregnancy, STIs/STDs

Academic failure Criminal behavior – committing rape,

assault, murder, etc. Becoming the victim of rape, assault,

robbery, murder and other violent crimes

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Underage alcohol use is not inevitable, and schools, parents

and other adults are not powerless to stop it.

The Surgeon General’s Call to Action to Reduce Underage Drinking 2007

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Contact InformationKristy A. Stoneburner, MPH, CHES, CPPLRADAC, The Behavioral Health Center of

the Midlandskackerman@lradac.org(803) 733-1390 ext. 140