What Teens are Saying About "Alcopops"
APPEAL TO TEEN TASTES
"It's a drink to mess you up without you knowing
"For people who don't like the taste of alcohol,
it is a way to get drunk without the bad taste."
"Yes. The lemonade just tastes like lemonade.
It's got a tang."
"It's like carbonated lemonade."
"Sweeter than beer. It is better tasting than
like beer or vodka or something."
"It's what you drink, like, every day, like
lemonade or fruit punch. It's like every day drinks. That's why."
TEENS THINK "ALCOPOP" MARKETERS ARE
[Responses to the question: Who do you think they are
trying to attract to these products?]
"Younger people I guess. I think older people
would think they're a little too mature for that."
"Anybody who likes lemonade."
"Our age, probably."
"A younger age."
"I think that teenagers are more likely to drink
Mike's Hard Lemonade than a 20-year-old would be. Just because of the taste. It's more
"They have to know that kids are going to see
that, and find it appealing. It's sort of like a dirty scheme. They are out to get
TEENS RECOGNIZE "ALCOPOPS" AS A
"It's possible that they [kids] could progress
onto another thing. They might try harder alcohol. They can get drunk faster."
"It's a gateway kind of thing."
"I think these things are going to start
breeding alcoholics. That's my theory. You start young and you grow up liking it."
"You got to crawl before you can walk."
SOURCE: Verbatim quotes from dialogue on
"alcopops" among 15 to 17 year-olds in two focus groups conducted for CSPI by
Penn, Schoen & Berland Associates, Inc. in Westchester, NY (January 30, 2001), and
Boston, MA (February 2, 2001).
To view further information on "alcopops," click here.