From the Ulster County Prevention Council Blog: Alcoholic Juice Pouches

Recently my 19 year old daughter Liz pointed out a product in our neighborhood supermarket. Smack in the middle of the snack aisle, there was a basket full of what looked like kid’s juice pouches. Liz called my attention to the fact that the pouches were, in fact, single serve alcoholic beverages selling for $1.99 each. She stated that her first thought was that this was a highly “shopliftable” item for her peers. As we continued shopping, Liz pointed out several other locations where these items were placed, including next to the beer and in the “seasonal” aisle. Last week, I was in a convenience store in New Paltz and noted that these drink pouches were placed above the potato chip display in the middle of the center aisle.

 

I decided to find out more about these beverages through my good friend the internet. I found out that squeezable pouches are emerging as a big hit for alcohol marketers. Ad Age said sales of alcohol pouches jumped 153% to $154 million in the year ending June 23, according to Nielsen. Pouch drinks are making rapid distribution gains in grocery stores, and chains such as Walgreens and Walmart have begun stocking pouch brands in coolers at some stores.

 

Seagram’s website has an interactive map where you can find nearby outlets selling their Frozen Flavors line. Entering a Kingston zip code yielded 20 outlets within 5 miles. Seagram’s Escapes Frozen Flavors is a line of single-serve ready-to-drink frozen flavored malt beverages (FMBs). The lineup includes Margarita, Strawberry Daiquiri, Piña Colada and Sangria. With 5 percent alcohol by volume, the frozen FMBs can be consumed directly from the 10-ounce pouch. Seagram’s states that “the product can be merchandised in the beer and cooler section, snack and seasonal aisles and on feature displays”. Seagram’s Escaped Frozen Flavors has a suggested retail price of $1.99 for a single-serve 10-ounce pouch and $7.99 for a four-pack.

 

Parrot Bay  also sells a 10oz pouch for $1.99, and their products are also 5% alcohol by volume. Their site posts “Take all of the trouble out of making a good frozen drink! Parrot Bay tropical drinks are easy and great tasting. Just freeze, squeeze, and enjoy. Mixed perfectly every time. Great for outdoors.”

 

American Beverage Corp., manufacturer of the 8-ounce Little Hug Fruit Barrel drinks that have appeared in children’s lunch boxes since 1974, now manufactures Daily’s cocktails. “It’s the No. 1 brand (of frozen pouches), and we have about a 60 percent share of the market”. A blogger reviewing the pouches wrote “Daily's Ready to Drink pouches are an alcoholics dream. Booze (10 proof) premixed with the scrumptious flavor of your favorite mixed beverage. freeze, kneed, open, straw, YUM. Grab a handful! These pouches go right from the store to the freezer. The taste, consistency, and refreshment of a frozen blender drink…without the blender…the clean-up…the noise! You rip open the top and pour a slushy cocktail…into your glass, or right into your mouth.”

 

Daily’s also sells Daily's Single Serve Cocktails in bottles  “They're appealing enough to drink from, easy to pour and perfect for taking with you anywhere. Enjoy warm, chilled or frozen" their site says.

 

Cordina reports that the company was started by three enterprising young men who were on a quest to make big bucks.  “After seeing kids drink up Capri juices with straws at the beach they decided that alcoholic beverages in pouches would delight adult drinkers.” While many premixed cocktails are malt beverages (which use a malting process as opposed to fermentation or distillation), Cordina uses flavorless wine made from fermented orange juice. 

$1.99 each, their products include the "Mar-Go-rita," the strawberry "Daiq-Go-ri," and the "Pina-Go-lada". “Our product will be in Walmart and Walgreens very soon." The newest 2012 addition is the watermelon "Mar-Go-rita" and the latest mix is the "Choc-Go-lada". According to developers, the flexible pouch is squeezable, economical and safe.  “Throw the 'Go-ables' into a gym bag, purse or for thristy night owls, into a bra or undies to get through the velvet ropes undetected.”

 

Arbor Mist boasts that their products “don’t taste “alcoholic” at all". Arbor Mist launched its line in Walmart (in Merlot Blackberry, Pinot Grigio White Pear and White Zinfandel Strawberry flavors).  A blogger notes, “there’s nothing stopping you from popping one in yourself (except maybe your date of birth, but hey, that’s what Bigs and RAs are for). So just grab a few, freeze them overnight and get yo’ illegal classroom-drank on the next day—all without ever using a blender or fake ID.” "Squeezable Vessels Are Convenient, Appealing to Young Drinkers" boast marketers of the popular new pouches.

Another article states "Mixing nostalgia for childhood with the thrill of drinking-on-the-go, or just plain laziness, may explain a new trend in which adults are buying pre-mixed cocktails in baggies that resemble children's juice boxes. Alcohol companies such as Smirnoff, Arbor Mist, and Parrot Bay have already marketed their own brands of portable cocktails in brightly-colored pouches—for those who find regular liquor bottles too cumbersome (not to mention stigmatizing) to carry around, as well as for those who find mixing drinks too onerous and time-consuming. And the pouches are selling like hot cakes. The companies' intention to make the product appeal to a younger demographic seems to have been successful".

Cheryl DePaolo
Ulster Prevention Council

From the Ulster Prevention Council Blog: BEER PONG: Where Getting Drunk is the Aim of the Game

The following is from the Drug Free Action Alliance:

What is beer pong? It’s a game where one person (or team) tries to bounce a ping-pong ball into a beer-filled plastic cup in order to make their opponent have to drink it. It seems it would not take much skill or athleticism to accomplish this task, yet there exist various local and national beer pong “sporting” leagues as well as a World Series of Beer Pong. Then there are the many “sporting” accessories, like beer pong tournament tables, balls and even themed clothing, that can be easily acquired online or in local retail stores. Now you can add a beer to that growing list of branded products, specific to this highly popular, definitely dangerous, drinking game.

According to marketing and sales guru Neal Frank, beer pong has become a $300 million dollar business industry and is increasing. It is also the reason behind his recent creation: Pong Beer. His low-priced beer comes with an attention-getting gimmick called the Rack Pack, which includes 30 cans of beer and two pong game balls.

On the company’s official website, Pong Beer claims to be an active leader in promoting alcohol responsibility, referencing initiatives that include identifying programs that encourage the prevention of drunk driving, the importance of addressing and educating consumers on dangers of binge drinking, as well as the company’s Zero Tolerance Policy on underage drinking. Against underage drinking and binge drinking?

Just google “beer pong” and let the pictures and stories speak for themselves. You won’t see or hear from too many adults, nor are you likely to witness so-called “responsible drinking.” As one internet user put it, as he was providing his how-to guide to playing beer pong: “Just remember, it's all about having fun and getting drunk.”

Pong Beer is currently available in 15 states, including New York, and the distribution list continues to grow.

From the Ulster Prevention Council Blog: Should We Teach Youth to Drink Responsibly at Home?

Often when I speak to community groups about underage drinking, a question is raised regarding youth drinking in European countries. A common perception is that youth in European countries are introduced to alcohol in cultural context that reduces heavy and harmful drinking. The idea is often expressed that because the drinking age in the U.S. is 21, much higher than in European countries, youth miss out on the opportunity to learn to drink within family settings where moderate drinking is the norm.

I decided that I needed more information in order to address these questions knowledgeably and accurately, and I was curious. Is there evidence that European youth drink less and experience fewer problems than their American counterparts?

Fortunately, we have significant data available in the form of the large European School Survey Project on Alcohol and Other Drugs (ESPAD). ESPAD surveys students every four years, and in the last survey available (2007) 35 European countries collaborated, gathering data from more than 100,000 students. The questionnaire was closely modeled after the U.S. Monitoring the Future (MTF)survey and questions from the two surveys map closely onto one another.

Based on analysis of the 2007 ESPAD data by Bettina Friese and Joel W. Grube from the Prevention Research Center Pacific Institute for Research and Evaluation, the comparison of drinking rates and alcohol-related problems among youth with 2007 MTF data does not provide support for the belief that Western European youth drink more responsibly than youth in the U.S.

In comparison with youth in the U.S.:

• A greater percentage of youth from nearly all European countries report drinking in the past 30 days;
• A majority of the European countries have higher intoxication rates among youth;
• For a majority of European countries, a greater percentage of youth report having been intoxicated before the age of 13
  
  

The rate of current drinking among youth in the U.S. is significantly lower than that for any of the Western European countries in this study with the exception of Iceland, where the legal drinking age is 20, the highest in Western Europe.

The study concludes that there is no evidence that the more liberal policies and drinking socialization practices in Europe are associated with lower levels of intoxication.

Studies have consistently shown that youth who start drinking and heavy drinking at a younger age are at significantly greater risk for damage to the developing brain and a range of alcohol problems, including car crashes, drinking and driving, suicidal thoughts and attempts, unintentional injury, as well as drug and alcohol dependence later in life (e.g., Dawson, Goldstein, Chou, Ruan, & Grant, 2008; Hingson & Zha, 2009; Hingson, Edwards, Heeren, & Rosenbloom, 2009; Hingson, Heeren, & Edwards, 2008).

The ESPAD data provides much more rich information about alcohol and drug trends among European youth. I’m glad that I was able to find creditable information to share with parents, youth, professionals and community members to address the question of cultural contexts for youth drinking and further basis for supporting the legal drinking age of 21, at home as well as in the community.

For a copy of this and other ESPAD reports, email me or visit www.espad.org.

Regards,

Chery DePaolo
Program Director
Family Services
Ulster Prevention Council

cdepaolo@familyservicesny.org