New Fads in
Teen Alcohol Use
October 10, 2009
Pamela S. Imm, Ph.D.
LRADAC, The Behavioral Health Center of
the Midlands
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

2
What else has changed…
 Trends
 Party
scene is changing!
 Impact of technology
 Products
 Use of multiple substances
3
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
4
Youth Binge Drinking

Binge drinking –



Youth (12-20)


Women: 4 or more drinks in a row
Men: 5 or more drinks in a row
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
5
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
6
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
7
PRODUCTS
8
It’s all in the family…
Alcopops
 Flavored alcoholic beverages (FABs)
 Flavored malt beverages
 Ready-To-Drink beverages
 Malternatives
 Low-alcohol coolers/refreshers

9
The “New” Kid on the Block
Alcoholic
Energy
Drinks
10
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
11
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
12
SECTION 61-4-10
Nonalcoholic beverages defined
The following are declared to be
nonalcoholic 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.
13
SECTION 61-4-170
Beverages 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….
14
SECTION 61-4-180
Labeling

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.
15
“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

16
17
What you should know about
alcopops…they’re full of calories!
Brand
Calories
(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
18
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
19
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.
20
Anheuser-Busch Products
21
Out With the Old…
22
…In With the New
23
Bacardi Silver

A clear malt beverage made with natural
citrus flavors and features a crisp,
refreshing taste.






Bacardi
Bacardi
Bacardi
Bacardi
Bacardi
Bacardi
Silver
Silver
Silver
Silver
Silver
Silver
Peach
Watermelon
Raz
O3
Big Apple
Strawberry
24
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.
25
Miller Brewing
26
Sparks




Very sweet, orange
citrus flavor
Carbonated
Addition of taurine to
boost energy effects
The “new” Red Bull
and vodka
27
Rockstr “Energy” Drinks
28
Joose

According to its
packaging, Joose is
comprised of malt
beverage, caffeine,
taurine, ginseng, and
natural coloring.
***(9.0-9.9% ABV)***
29
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.
30
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.

31
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.

32
Price Comparison
Alcoholic Brand
Rockstar
21
$1.59
Sparks
$1.53
Tilt
$1.53
Nonalcoholic Brand
Rockstar
Lost
Juiced
Energy
SoBe
Adrenaline Rush
$2.03
$2.07
$2.03
33
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)

34
Mike’s Hard Lemonade

The "Mike's" product line now includes
the 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)
35
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
36
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
37
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.
38
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.
39
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
40
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”
41
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."
42
•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.
43
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!
44
Firefly Sweet Tea Vodka
45
Starbucks Liqueur
46
Just Around the
Corner…
47
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.
48
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.

49
Flavored Liquor
50
Clothing/Apparel
51
52
Reef Dram
53
Reef Fanning Sandal
 CHURCH
KEY TO
OPEN
YOUR
"SODA"
BOTTLE
54
You Be The Judge
55
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
56
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

57
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
58
Contact Information
Kristy A. Stoneburner, MPH, CHES, CPP
LRADAC, The Behavioral Health Center of
the Midlands
kackerman@lradac.org
(803) 733-1390 ext. 140
59