Alcopop

From Wikipedia, the free encyclopedia

In the alcoholic beverage industry they are known as RTDs (Ready To Drink), because they are already pre-mixed, FABs (Flavoured Alcoholic Beverages) or FMBs (Flavoured Malt Beverages).

Contents 1 Description 2 History 3 List of drinks 4 References 5 See also 6 External links

[edit] Description

These drinks, such as alcoholic lemonade, tend to be sweet and are served in small bottles (typically 200–275 ml in Europe and 12 fl oz or 355 ml (the normal size of a soda/pop can) in the US and Canada), and between 4–7% alcohol by volume. In Europe and Canada, alcopops tend to be pre-mixed spirits, including vodka (e.g. Smirnoff Ice) or rum (e.g. Bacardi Breezer). In the United States, alcopops are generally un-hopped beers with added sugar, coloring and flavoring; these drinks are legally classified as beers and can be sold in outlets that do not or cannot carry spirit-based drinks. Referred to in slang as Bitch Beer or, less commonly, Bitch Brew. The 'bitch' of the term originates from the the fact that women are the general consumers of the beverage.

[edit] History

These drinks emerged onto the US market in the mid-1990s with the launch of Merrydown's Two Dogs and Hooper's Hooch. Zima, introduced in 1994, was the first widely known and widely purchased alcopop in the US and was marketed under the title of "malternative beverage". Many more have followed, as the drinks became increasingly popular. 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 United States in the late 1990s called Smirnoff Ice, which promoted itself with flashy commercials, usually involving trendy young people dancing in unlikely situations and places. (In the UK, Smirnoff Ice is marketed by Diageo as a PPS.)

Some have expressed 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. In the United Kingdom, that led to a media outcry during the mid-1990s as the tabloid press associated alcopops with under-age drinking which damaged sales and would lead to off-licences withdrawing them from their stores. The drinks would become popular again in 1998, when Bacardi introduced the Breezer using an adult-specific marketing strategy.

The Federal Trade Commission investigated ads, product placement, and internal company marketing documents after a direction from the Conferees of the House and Senate Appropriations Committees. "The Commission’s investigation found no evidence of targeting underage consumers in the marketing of FMBs. Adults 21 to 29 appear to be the intended target of FMB marketing and the products are popular among adults, including those over 27."(^[1], p22)

Nevertheless concern remains. In December 2003, Ireland raised the tax on alcopops to equal that of spirits, (the second highest in Europe). While 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.

The Federal Trade Commission report states, "Further, industry-conducted research on consumers over the age of 21 who use FMBs shows that these consumers generally view the FMBs as substitutes for beer, … This research also concludes that consumers are not likely to consume more than two or three FMBs on any occasion because of the products’ sweetness.(^[1], p5) Therefore, it has been hypothesized that if alcopops became much more popular, heavy drinking would decrease [1].

[edit] List of drinks

Some of these drinks are currently available; others have been discontinued.

• Absolut Cut
• Vodka Cruiser
• Vodka Cruiser Black
• Bacardi Breezer
• Johnnie Walker and Cola or Dry
• Jim Beam and Cola or Dry
• UDL
• Gordon's Gin and Tonic
• Skyy Vodka
• Lemon Ruski
• Stoli Black Russian
• Doc Otis (discontinued)
• K Ice
• L'ush
• Metz (Drink) (discontinued)
• Mike's Hard Lemonade
• Spirit, Hop And Grape Co. (outlawed by the Portman Group – rude)
• Spoof (discontinued by the Portman Group - marketing 'too young')
• Smirnoff Ice
• Smirnoff Ice Triple Black
• Smirnoff Twist
• Twisted Tea
• Two Dogs
• V Ice
• WKD
• Coast
• Sparks (new "energy" hybrid containing stimulants: caffeine, taurine)
• Tilt (new "energy" hybrid containing stimulants: caffeine, guarana and ginseng)
• TVX

	Creator	Base	Sold mixed with					Sold in			D/C*
			Cola	Ginger Ale	Lemonade	Citrus	Milk	America	Australia	UK
Black Douglas	Black Douglas	Scotch Whisky	Yes	Yes	No	No	No	No	Yes	?	No
Bundaberg Rum	Bundaberg Rum	Rum	Yes	Yes	No	No	No	No	Yes	No	No
Hooper's Hooch	United States Beverage	Beer	No	No	Yes	Yes	No	Yes	No	No	No
Jack Daniels *	Jack Daniels	Bourbon Whiskey	Yes	Yes	Yes	No	No	No	Yes	No	No
Jewel Isle Rum Punch	Jewel Isle Productions	Rum	No	No	No	Yes	No	No	No	Yes	No
Jim Beam	Jim Beam	Bourbon Whiskey	Yes	Yes	No	No	No	No	Yes	No	No
Johnnie Walker	Johnnie Walker	Scotch whisky	Yes	Yes	No	No	No	No	Yes	No	No
Lemon Ruski	Stolichnaya	Vodka	No	No	No	Yes	No	No	Yes	?	No
Mike's Hard Lemonade	Mike's Hard Lemonade Co	Beer	No	No	Yes	Yes	No	Yes	Yes	No	No
Pulse	Independent Liquor	Vodka	No	No	Yes	No	No	No	Yes	?	No
Red Square	Halewood International	Rum, Schnapps, Vodka,	No	No	Yes	Yes	No	Yes	No	Yes	No
UDL	UDL	Scotch whisky, Rum, Vodka, Ouzo	Yes	No	No	No	No	No	Yes	No	No
Vodka Cruisers	Independent Liquor	Vodka	No	No	No	Yes	No	No	Yes	?	No
Vodka Mudshakes	Independent Liquor	Vodka	No	No	No	No	Yes	No	Yes	Yes	No
Vodka Kick	Global Brands	Vodka	No	No	No	Yes	No	No	No	Yes	No
White Mountain Coolers	Stroh Brewery	Beer	No	No	No	Yes	No	Yes	No	No	No
WKD Original Vodka	WKD	Vodka	No	No	No	Yes	No	No	Yes	Yes	No
Zima XXX	Coors Brewing Company	Beer	No	No	No	Yes	No	Yes	No	No	No

• D/C = discontinued
• Jack Daniels markets several alcopops in the US under the name "Country Coolers". They are all malt beverages and contain no real Jack Daniels. Flavors include "Black Jack Cola" and "Lynchburg Lemonade," among others.

[edit] References

1. ^ ^{a b} Federal Trade Commission. Alcohol Marketing and Advertising: A Report to Congress. Washington, DC: Federal Trade Commission, 2003.

• Bloomberg News, "FTC Says Alcohol Type Not Aimed at Minors". Los Angeles Times, June 5, 2002.
• Melillo, W. "FTC: Ads for 'Alcopops' Not Aimed at Teens". Adweek, June 6, 2002.

[edit] See also

• Alcoholic beverage
• Alcoholism
• Drunkenness
• Hangover

[edit] External links

• Spin the Bottle: A Consumer's Guide to Alcopops
• Portman Group
• Malternatives at the Open Directory Project (suggest site)