Alcopop
From Freepedia
Alcopop is a term coined by the popular media of the United Kingdom to describe 'alcoholic soft drinks'.
In the alcohol industry they are known as RTDs (ready to drink) or FABs (Flavoured Alcoholic Beverages). These drinks, such as alcoholic lemonade, tend to be sweet, served in small bottles (typically 200–275ml), and between 5-7% alcohol by volume.
These drinks emerged onto the market in the mid-1990s with the launch of Merrydown's Two Dogs and Hooper's Hooch. Many more have followed, as the drinks became increasingly popular, especially with younger people.
Later, Mike's Hard Lemonade was released in the United States, with humorous commercials depicting what they called "violence against lemons". Smirnoff also came out with another citrus-flavoured malt beverage in the late 90s called Smirnoff Ice, which promoted itself with flashy commercials, usually involving trendy young people dancing in unlikely situations and places.
Some parts of the media expressed intense concern that such drinks might appeal to children as they tend to be sweet and brightly coloured. Many alcopop advertising campaigns have been criticised as trying to make alcopops appeal to young drinkers. However, the majority of those who consume such beverages in the U.S. are over age 27, according to the Federal Trade Commission (Federal Trade Commission, 2003). Nevertheless concern remains. As a result Germany has imposed an extra duty of 0.80 to 0.90 euro per bottle effective August 1, 2004. Some now carry a warning stating that they are not for consumption by minors (under 18 in the UK and 21 in the United States). Other sweet alcoholic beverages that had been around for years, such as cider, wine coolers, and liqueurs, escaped this concern.
While the amount of beer being sold worldwide has dropped drastically, the sale of alcopops has taken off dramatically. This is thought to be because the sweetness of alcopops appeals to younger drinkers more readily than the taste of wine or beer, and are less detectable on the drinker's breath.
Reference
- Federal Trade Commission. Alcohol Marketing and Advertising: A Report to Congress. Washington, DC: Federal Trade Commission, 2003
