Teacher s Resource. 6. New and dangerous products. Media and Marketing The marketing of alcohol. Alcopops. Range of alcopops.

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1 1 6. New and dangerous products Alcopops ReadyToDrink alcohol products (RTDs), sometimes referred to as alcopops, are beverages made with a spirit or wine base and a nonalcoholic mixer such as juice or soft drink, served in a premixed package.1 then later into Europe, Great Britain and the United States.2 Over the last several years RTDs have been the subject of considerable concern by advocacy groups in relation to their contribution to the problems associated with alcoholrelated harm among young people;3 and more recently in the popular media.4,5 It has been suggested that the sweet taste, attractive design and packaging, low price and more recently, the strong alcohol content of these products have contributed to the rates of alcohol consumption by young people in Australia and internationally. As om soft drinks to alcohol, and are thus particularly appealing to young people.22 Range of alcopops An Australian Standard Drink contains 10 grams (12.5 millilitres) of alcohol,6 and the 2009 National Health & Medical Research Centre guidelines recommend that adult males and females limit their alcohol intake to no more than two standard drinks per day to reduce the risk of alcoholrelated harm over a lifetime and never more than four standard drinks on a single occasion to reduce the risk of injury on a single drinking occasion; and that not drinking is the safest option standard drinks as, for example, one can (375ml) of lowalcohol beer; 100ml (small glass) of table wine; or ¾ of a bottle (330ml) of alcoholic soda [this is an American term, but is the one used in the NHMRC materials]. However, the educational materials distributed to educational institutions in association with the guidelines (e.g., standard drink posters) were not designed to keep pace with changes to the potency of RTD beverages, which have in recent years increased their variation in alcohol content. Centre for Health Initiatives Study Range of RTDs in New South Wales* The Centre for Health Initiatives conducted an audit of RTD products across 52 bottleshops in metropolitan (Sydney), regional (Wollongong) and rural (Dubbo) areas of New South Wales. Across the 52 bottle shops audited, 150 individual RTD alcohol bourbon or rum based. Importantly, of the 20 most widely available RTDs only two were one standard drink, and both of these were 275ml bottles; nine were between 1.1 and 1.5 standard drinks (300375ml); and nine were over 1.6 standard drinks, with three of these 2.1 standard drinks. Across these 20 products, the average was 350ml and 1.56 standard drinks; that is, while the volume of an average RTD was only 6% higher than the NHMRC guidelines the standard drink content was 56% higher. Price of alcopops An important component of the marketing mix, particularly when targeting young people, is price. There is considerable evidence that there is a direct relationship between reduced alcohol prices and increased consumption among young people.7,8 In recognition of the impact of the low price of RTDs on adolescent and young people s alcohol consumption, the Federal government introduced an increase in the tax on RTDs on Sunday 27th of April The excise rose from $39.36 per litre of pure alcohol to $66.67 per litre, putting this product category on a par with bottled spirits;9 5.0%ABV) by 45 cents. The introduction of this tax increase resulted in a great deal of debate including strong objections from the alcohol industry.

2 2 Centre for Health Initiatives Study Price of RTDs in New South Wales* As part of the Centre for Health Initiatives audit of RTD products across 52 bottleshops we collected data on the price of RTD products. Across the 150 products, the average price per unit when sold as a single unit was $3.48 per standard drink (SD); ranging from $1.74 to $5.38 per SD. Alcohol percentage ranged from 4.8% to 8.0%, and the number of SD ranged from 1.0 to 2.7 per unit. Furthermore, when purchased in multipacks, the price declines considerably. When sold in a multipack, the average price across the 150 products was $2.72 per SD; ranging from $1.46 to $4.36 per SD. For the 20 most common products, multipack price per unit ranged from $1.95 to $3.70. Even lower prices were regularly observed for advertised specials, and the lowest special price observed was $1.11 per SD. Class Activity: Types and prices of RTDs and other alcohol in your local area Over a twoweek period collect: copies of the local newspaper copies of junk mail from alcohol stores (and supermarkets that sell alcohol) As a group, prepare a report on the types of alcohol that are advertised in your local area, and the price of this alcohol. Where possible, calculate the cost per standard drink. What are the most commonly promoted types of alcohol? What are the average prices per standard drink for each type of alcohol? Do the prices change depending on the quantity? Make sure that your report includes a section on any RTD products that you identify including the number of standard drinks and the way they are packaged for sale (e.g., as single units, 4packs, 6packs, or cartons). What recommendations would you make to government about the pricing of alcohol if you were trying to reduce alcohol consumption and alcoholrelated harms? Alcoholenergy drinks Alcoholenergy drinks (AEDs) are a relatively new entry to the readytodrink (RTD) market. These products combine alcohol, soft drinks, the market in the late 1990s and rapidly became a major segment of the soft drink market, particularly among 12 to 24 year olds,10 and also became a popular mixer for spirits. In 2000, premixed AEDs were introduced, and were packaged and marketed in a very similar style to nonalcoholic energy drinks. In Australia, AEDs are often at the upper end of the alcohol strength continuum and contain between 1.5 and 2.0 standard drinks per 300ml can. AEDs are concerning as the combination of the stimulant (energy alcohol. This means that people drink more, are often less aware of the amount of alcohol consumed, and don t feel drunk.11 As a result, young people who consume AEDs may incorrectly believe that they are capable of driving or engaging in other risky activities. Alcohol marketers have been accused of developing these products targeting young people.10 As well as the health implications of the consumption of large alcohol, there is concern that these products are packaged in a way in most cases the young people consuming them are aware that they are consuming alcohol, this packaging potentially facilitates young people consuming alcohol without the knowledge of adults responsible for their supervision, and there are anecdotal reports of children consuming AEDs at school.12 There has been little research conducted into perceptions of AEDs, however a smallscale survey conducted at schools and health fairs in Utah (US) found that one third of the 200 people surveyed were unsure which of eight energy drinks contained alcohol, even after examining the labels.13 It is also concerning that AEDs are often sold for approximately the same price as nonalcoholic energy drinks. For example, a price comparison in California10 found that three alcoholic brands (Rockstar 21, Sparks, and Tilt) could be purchased in convenience stores for 25% less than three nonalcoholic brands (Rockstar Juiced, Lost Energy, and SoBe Adrenalin Rush). Similarly, a price comparison conducted by the Centre for Health Initiatives in Wollongong, New South Wales, found that a range of alcoholic and nonalcoholic energy drinks could be purchased for approximately three dollars each although, unlike the US, these were not sold in the same store but in a bottle shop and a nearby service station.

3 3 Centre for Health Initiatives Study Teenagers and AEDs* The Centre for Health Initiatives conducted focus groups with 1217 year olds in Sydney, Wollongong and Dubbo. The following quotes are typical of the comments made by the participants: it gets you drunk and hyper at the same time (Female, 1517, Wollongong). 1517, Sydney) You pick it up thinking it s a Red Bull. Wouldn t know it had alcohol in it until you read the can (Female, 1214, Sydney) Class activity: Advocacy to reduce alcoholrelated harms In 2007, the Government undertook reforms to the NSW liquor laws and regulatory framework, which were passed by the NSW Parliament on 5 December, 2007, and came into force from 1 July, Under Section 100 of the Liquor Act 2007, the Minister may recommend products) to be an undesirable liquor product if, in the opinion of the Minister, the name of the liquor product, or its design or packaging: encourages irresponsible, rapid or excessive consumption of the product; is likely to be attractive to minors; is likely, for any reason, to be confused with soft drinks or confectionery; is, for any other reason, likely to have a special appeal to minors; or it is otherwise in the public interest to declare the liquor product to be an undesirable liquor product. There is growing evidence to suggest that AEDs may be undesirable liquor products for a number of reasons. Firstly, anecdotal evidence suggests that AEDs are attractive and appealing to minors, and are already quite popular among young people. Secondly, they are also sold cheaply, at prices similar to nonalcohol energy drinks, making them more accessible to young people. Thirdly, they are packaged in a way that is very similar to soft drinks. Finally, there is evidence indicating that AEDs may reduce the consumer s perceptions of alcohol intoxication, therefore potentially increasing the risk of motor vehicle accidents and sexual assault.14,15 Your task is to develop an advocacy strategy to persuade the Minister to declare AEDs an undesirable liquor product, and thus prohibit their sale in New South Wales. Your advocacy strategy could include: letters to the newspaper writing to local MPs (and encouraging other concerned citizens to do so) community action (such as protests, community forums) conducting a survey of local community members to developing an information campaign (brochures, internet, video) to increase community awareness of the problems associated with AEDs writing to manufacturers or retailers of AEDs asking them not to sell these products in your community NOTE that the task is to develop an advocacy strategy not to actually, write an example news story)

4 4 Teacher Note Depending on the time allocated to this topic, and the level of your strategy development. For example, you may get students to make a discuss the responses they receive). Webquest The Australian Bureau of Statistics publishes data every two years on alcohol consumption per capita; since 2002 this has included RTD consumption : 2E0094E2F974AECA25702C00816B50?OpenDocument : Look at the data for these surveys since 2002 (2002, 2005 and 2008) and draw up a table of the most popular drink types among male and female high school students. 3A B0674CA C40?OpenDocument What changes do you notice in alcohol consumption? What changes do you notice in the amount of alcohol male and female students drink? What changes do you notice in the types of alcohol male and female students drink? What conclusions can you make about changes in drinking patterns? Look at the data on the ABS website and draw up a table of per capita consumption for the last 6 years include RTDs, spirits, beer and wine. Teacher Note : E007D7839?OpenDocument : NOTE: You will see that each new report updates the data from the What changes do you notice in RTD consumption? What changes do you notice in consumption of other alcohol products? What conclusions can you make about changes in drinking patterns? Every three years, the Australian School Students Alcohol and Drugs survey (ASSAD) collects data on students alcohol drinking behaviours. One of the questions they report on is the usual type of alcohol consumed by young people who drink. Between 2003 and 2008 the apparent per capita consumption of alcohol remained fairly static (from 9.97 litres to 9.95); beer decreased from 4.96 litres to 4.51, wine increased from 3.00 to 3.56, sprits decreased from 1.23 to 1.17, and RTDs increased from 0.77 to 1.09 litres. This suggests that the increase in RTD consumption (3.2 litres per capita) is not driven solely by a reduction in spirits reduction) to RTDs. Then, following the introduction of the alcopops tax, consumption of RTDs declined from 1.09 to 0.74 litres and sprits from 1.17 to 1.29, with beer and wine constant thus total consumption declined from to litres (suggesting a positive impact of the alcopop tax ). NOTE that in subsequent years, the data will need to be reviewed by the teacher for any major changes.

5 REFERENCES 1. of product packaging on young people s palatability rating for RTDs and other alcoholic beverages. Alcohol & Alcoholism, 42(2), Jernigan D (2007) The need for restraint. Addiction, 102(11), Australian Drug Foundation (2004) Submission to the Review of alcoholic beverages that may target young people by the NSW Department of Gaming and Racing in Drug Issues: Our Views: Australian Drug Foundation. 4. Morning Herald, 26 February, p5. 5. MacDonald B (2007) Red Bull, alcohol and drugs can spark violence. Irish Independent (Dublin), 21 February. 6. NHMRC (2009) Australian Guidelines to Reduce Health Risks from Drinking Alcohol, Canberra: National Health & Medical Research Council. 7. Chaloupka FJ & Wechsler H (1996) Binge drinking in college: the impact of price, availability, and alcohol control policies. Contemporary Economic Policy, 14, of alcohol price policy on youth: a summary of economic research. Journal of Research in Adolescence, 4, Chikritzhs TN, Dietze PM, Allsop SJ, Daube MM, Hall WD & Kypri K (2009) The alcopops tax: heading in the right direction. Medical Journal of Australia, 190, Simmon M & Mosher J (2007) Alcohol, energy drinks, and youth: a dangerous mix. San Rafael, (CA): Marin Institute. 11. Ferreira SE, de Mello MT, Pompeia S & de SouzaFormigoni ML Alcoholism: Clinical and Experimental Research, 30, Andrews N (2009) Teens get alcohol in energy drinks. Daily Herald (Utah Ed.), April 1, p. A House D (2007) Fine print: Alcohol labels on energy drinks too tiny? The Salt Lake Tribune (Utah Ed.), May 31, p drinking, driving while intoxicated, and alcoholrelated consequences among youth. Paper presented at: APHA 136th Annual Meeting Oct 2529; San Diego, ( CA ). 15. O Brien MC, McCoy TP, Rhodes SD, Wagoner A & Wolfson M risk drinking, and alcoholrelated consequences among college students. Academic Emergency Medicine, 15,