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Saturday, July 7, 2012

Alcopops Cheaper Than Energy Drinks: 7-11 Gambles With Children's Lives

Alcopops, legally identified as “flavored malt beverages,” are sweet, bubbly high alcohol products that are packaged and marketed to appeal to youth. They are used by the alcohol industry as a transition beverage from soda and non-alcoholic energy drinks to hook youth on alcohol and secure customers for life. Supersized alcopops, available in single servings with up to 12% alcohol by volume, encourage excessive drinking and are available at convenience stores frequented by youth throughout the nation.

In Marin County in Northern California we surveyed the prices of supersized alcopops at popular 7-Eleven stores in Marin and found that supersized alcopops were being offered at a promotional price break, priced cheaper than non-alcoholic energy drinks, and priced cheaper per standard drink than beer and even malt liquor.

Excessive alcohol consumption is a substantial problem in Marin County, and alcohol is the most widely used drug among the county’s youth. Although alcohol producers should ultimately be held accountable for the harm their products cause, alcopop retailers such as 7-Eleven, Inc. and its local franchisees bear responsibility for selling harmful products to their communities.
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