Summer Alert: The 411 on "Alcopops"

Flavored Malt Beverages (FMB‟s) also known as Alcopops are highly sweetened drinks that contain the same amount of alcohol as a beer. The drinks can also contain caffeine which helps to mask the taste of the alcohol. Marketers use fun or dramatic names, messages and colorful graphics that attract young people. Examples of Alcopops are Jack Daniels Lynchberg Lemonade, Mikes Hard Cranberry Lemonade, Skyy Blue, Zima Citrus, Smirnoff Ice, Four Loko, Doc Otis Hard Lemonade, Sparks, etc. 

According to the Marin Institute, Alcopops are „beer‟ which makes them much easier to buy than hard alcohol. In a number of states, that means they‟re available wherever beer is available, such as convenience stores gas stations and mini-marts.” 

Due to their design, many alcopops look similar to both their caffeinated, non caffeinated and non-alcoholic counterparts, causing confusion for both the merchant and consumer. 

Due to the diverse fruit flavors and high sugar content, females are more attracted to Alcopops than males (Marin Institute) As a result, marketers tend to aggressively target this female population. According to a June 2011 report from the New York State Standing Committee on Alcoholism and Substance Abuse, chaired by Senator Jeffrey D. Klein (D- Bronx/Westchester), “The first alcopops contained 5 to 6% alcohol and often came in 12 oz bottles or cans (they are now going up to 12%).  Their fruit flavors and sweetness earned them the nickname “cheerleader beer” or “chick beer.” This 

second generation of products now contains up to 12% alcohol and come in 16 to 24 oz cans and 7 to 12 oz bottles.  Users commonly refer to them as “Binge in a Can” or “Black-out in a Can”.  However, the industry often markets them as “progressive adult beverages.” Despite this, all young people are trying alcopops, unaware of the detrimental effects it has on their health and perception. 

Health risks for minors include: 

•  Increased anxiety, panic attacks, headaches, sleep deprivation, and stomach aches. 
• The hindrance of frontal lobe brain development (the brain does not stop developing until the early 20‟s) 
• Increased risk of injury and/or death while operating a motor vehicle. 

A 2009 Marin Institute Report stated that underage Alcopop consumption has led to a cost of $548,560,000, 24 deaths, and 20,121 incidents of harm in New York State alone. These statistics are based on traffic accidents, suicides, violence, poisonings and fetal alcohol syndrome. 

Parents are encouraged this summer to speak to their children about the danger of alcopops. “Our goal here is to encourage brand and consumption awareness so that parents and their children know what an acceptable drink is and what isn‟t, especially when the beverage looks or sounds like a fruit drink. What want everyone to have a safe summer.” stated Joseph DeMarzo, Director of the Putnam County Youth Bureau/Mental Health Department. Parents are also encouraged to keep an inventory of their own alcohol supply to prevent any oversight.  

Members of the Putnam CTC Coalition are available if you have any questions or would like for us to do a presentation to your organization on this or any other substance abuse trends that affect our children. Please call the National Council on Alcoholism & Drug Dependencies of Putnam at 845-225-4646, Ext. 13 for information and referrals. Please visit and join us on Facebook by searching “Putnam County Communities That Care – NY” or by searching Twitter at “PutnamCTCNY”.