According to a new study from Dartmouth Hitchcock Medical Center (DHMC), teens who own alcohol-branded apparel (T-shirts and hats that display the logos of alcohol makers) are more likely to start drinking and become binge drinkers.

Lead researcher Dr. Auden C. McClure, a pediatrician at DHMC in Hanover, New Hampshire, commented on the findings, saying, "Ownership of these items is associated with susceptibility to alcohol use and binge drinking. ... But it is also a direct link with susceptibility and initiation to drinking ... you can't say any longer that these items are just a marker of kids who drink."

According to Dr. McClure, approximately 3 million youth own alcohol-branded merchandise. The study surveyed 6,522 adolescents, ages 10 to 14, about drinking behaviors and susceptibility; the respondents also participated in three follow-up surveys. The study found that of alcohol-branded items owned by youth, 75 percent were beer brands. In addition, most of the items were purchased for the teens by friends and family (71 percent). (Source: www.forbes.com)

Labels: marketing, underage_drinking

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Almost half of the sales of "alcopops," that is, soft drinks laden with alcohol, involve consumers who are not old enough to legally drink alcohol. Now some state legislatures are passing laws to restrict the sale of alcopops to retailers that are licensed to sell beer, wine, and liquor. Alcopops are currently on sale at convenience stores and other outlets that are licensed only for beer.

A recent poll by the American Medical Association found that one in six teenage girls became sexually active after consuming alcopops. The same poll discovered that one in four drove or rode in cars with drivers who had been drinking. The AMA and other groups are lobbying against the sale of such drinks to minors.

Labels: marketing, underage_drinking, alcopops

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Anheuser-Bush has recently released an energy drink called Spykes. The main difference between this and other energy drinks is that this one is an alcoholic beverage. Some consumer and parenting groups are accusing the company of intentionally marketing the product to teenagers.

"Spykes... has roughly the same alcohol content as wine and comes in such flavors as Spicy Mango and Hot Melons. But it is the energy-drink appeal and the marketing that is nearly exclusively present on the Internet that has some researchers worried."

Underage drinking accounts for over $20 billion in alcohol sales each year. And though Anheuser-Bush has released a statement claiming Spykes is intended for adults, researchers are doubtful and are calling both the drink and its marketing campaign "highly irresponsible". Read more at ABCNews.com.

Labels: alcohol, teenagers, marketing

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Police and substance abuse officials in western states are beginning to report the appearance of candy-flavored methamphetamine. Strawberry, chocolate, and cola are among the flavors being marketed to younger people.

"They [meth dealers] are having a tough time selling this product, especially to younger people. What do people in marketing do when they have a tough time selling a product? They have to come up with some sort of gimmick."

It's believed that meth dealers hope to increase the drug's appeal, and make it seem less dangerous by making it smell and taste like candy. Read more at USAToday.com.

Labels: meth, children, marketing

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