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Alcopop

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Alcopop is a term coined by the popular media of the United Kingdom to describe bottled alcoholic beverages that resemble drinks such as soft drinks and lemonade. In the United States, they are most commonly referred to as malternative drinks.

Contents

Description

In the alcoholic beverage industry they are known as RTDs (ready to drink) or FABs (Flavoured Alcoholic Beverages). 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 in the US), and between 5–7% alcohol by volume. In Europe, 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.

History

These drinks emerged onto the 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. 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 United States in the late 90s 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 Diagio 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. 

The Federal Trade Commission carefully investigated ads, product placement, and internal company marketing documents after an anti-alcohol activist group filed a complaint. The commission determined that ads for the beverages don't target minors and that the products aren't marketed to them. It also found that the majority of alcopop consumers in the U.S. are over age 27.(Federal Trade Commission, 2003, Bloomberg News, Melillo). 


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, 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.


The Federal Trade Commission found that the typical consumer of "alcopops” drinks the beverages instead of, not in addition to beer. Additionally, the typical alcopop drinker consumes no more than two or three per occasion. This is because their sweetness makes them more filling or satisfying (Federal Trade Commission, 2003). Therefore, it has been  hypothesized that if alcopops became much more popular, heavy drinking would decrease [link].



List of drinks


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





References



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 Cocktails | Alcopop

















 





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