Alcopops Cheaper than Energy Drinks: 7-Eleven Gambles with Children’s Lives

A Report by Alcohol Justice

May 2012 Alcopops Cheaper than Energy Drinks: 7-Eleven Gambles with Children’s Lives

Executive Summary

Alcopops, legally identified as “flavored malt Alcohol Justice is building a community beverages,” are sweet, bubbly high alcohol coalition for an Alcopop-Free ZoneTM (AFZ), a products that are packaged and marketed to campaign asking retailers to voluntarily stop appeal to youth. They are used by the alcohol selling alcopops. We recommend: industry as a transition beverage from soda and non-alcoholic energy drinks to hook youth 1) Community residents, led by youth on alcohol and secure customers for life. and parents, should make their Supersized alcopops, available in single concerns about alcopops known to servings with up to 12% alcohol by volume, the Uppal and Singh families who encourage excessive drinking and are operate 7-Eleven franchises in Marin available at convenience stores frequented by County, and all other storeowners youth throughout the nation. who sell alcopops in the area.

In Marin County in Northern California we 2) Counties and cities should put surveyed the prices of supersized alcopops at conditions on land use to protect the popular 7-Eleven stores in Marin and found health and safety of youth. that supersized alcopops were being offered Specifically, officials (police, sheriff, at a promotional price break, priced cheaper land use and planning) should ask for than non-alcoholic energy drinks, and priced restrictions on all single-serving cheaper per standard drink than beer and alcopops and malt liquor sales as even malt liquor. conditions for ABC licenses, and as conditions on use permits. Excessive alcohol consumption is a substantial problem in Marin County, and 3) Retailers should voluntarily cease alcohol is the most widely used drug among purchasing, selling and marketing of the county’s youth. Although alcohol alcopops. We encourage Marin producers should ultimately be held municipalities and policymakers to accountable for the harm their products pass resolutions in support of the cause, alcopop retailers such as 7-Eleven, Alcopop-Free ZoneTM Marin. Inc. and its local franchisees bear responsibility for selling harmful products to 4) Youth and public health groups their communities. throughout the United States should consider forming Alcopop-Free Because numerous attempts by federal and ZoneTM coalitions and demand that state regulators to address the alcopops retailers stop selling the most youth- problem have been thwarted by the alcohol attractive drinks, alcopops. industry, Alcohol Justice has turned to local, direct action as the only way to protect communities from these dangerous products. Along with Marin County community groups, public health advocates, youth and residents, 1 process. These claims benefit the alcohol How Alcopops Appeal to Youth music artist Snoop Dogg is the celebrity healthy lifestyles, quality schools and relative popularity in Marin County, we decided to beverages" that do not look like or the price by the number of standard drinks. Supersized alcopops were priced the same ABV as the domestic beer brands Background Some supersized alcopops were priced industry because alcopop products are taxed Youth are the primary consumers of alcopops, spokesperson for Monster as well as Blast. affluence, and was recently ranked the #1 take a closer look at alcopops pricing at these taste like beer (Mike’s Hard, Mike’s For example, a 6-pack of 12-ounce cans of cheaper per standard drink than beer. (5%), while supersized, single-serving cheaper per standard drink than malt liquor. Alcohol Justice has been involved in several at the lower beer rate, but don't taste like, look with one-third of teenage girls age 12 to 18 Snoop Dogg's promotional videos for both healthiest county in the state. The caveat: it stores. Harder, Smirnoff Ice, Sparks, Blast, Budweiser contains 6 standard drinks. Priced Comparing the average cost per standard alcopops contain 6-12% ABV. The lowest price per standard drink, $0.53, Alcopops, particularly supersized alcopops, o The California State Board of While regulation and taxation of alcopops are 4) Youth and public health groups local and national campaigns to remove like, nor are they called beer. and one-fifth of teenage boys having tried an products are accessible to viewers of all ages lays claim to the second highest excessive Joose, and Jeremiah Weed). Within at $6.99, the cost per standard drink was drink by beverage type, including all products was the promotional price for single quantity, are unquestionably dangerous products that Equalization decision to correct the the purview of the State of California, there is throughout the United States should 4 youth-oriented alcohol products, particularly alcopops product. Alcopops are used by the on social media sites such as YouTube and drinking rate in the state, with 24% having the alcopops category, we $6.99 / 6, or $1.17. A 23.5-ounce can of Four surveyed, alcopops and beer were Looking at the largest available size of 23.5-oz cans of Four Loko, offered at 2 for $5. encourage excessive alcohol consumption tax rate to a distilled spirits level was much that local residents and municipalities consider forming Alcopop-Free alcopops, from the market. In our own In the late 1990s, alcohol producers caught alcohol industry as a Twitter. This heavy-handed marketing and engaged in either binge drinking, defined as differentiated between “supersized” Loko, at 12% ABV, is 4.7 standard drinks, and comparable in price, at $1.03 per standard alcopops, 23.5-oz, compared to 24-oz beer, Even at the regular price of $2.79 each, the among youth. Supersized alcopops are overruled by a California appeals can do. ZoneTM coalitions and demand that backyard, along with Marin County the wave of popular caffeine-laden, non- “transitional packaging obviously targets underage energy consuming more than 4 (women) or 5 (men) alcopops—those available in 16-oz priced at $2.50, was $0.53 per standard drink. drink for beer and $1.01 for alcopops. Malt we saw an even larger price break. At these price per standard drink is $0.58, the same as youth-attractive flavored malt beverages from court, retailers stop selling the most youth- community groups, public health advocates, alcoholic energy drinks such as Red Bull. beverage,” marketed drink consumers. The ads are clear—drinking alcoholic beverages on a single occasion in We conducted a limited pricing survey of servings or larger, with alcohol by liquor was lowest in price per standard drink sizes, alcopops fell to $0.85 per standard the price per standard drink for a 40-oz bottle 16 to 24 fluid ounces, 6% to 12% ABV, and 1) Community residents, led by youth attractive drinks, alcopops. and residents, Alcohol Justice is building a These energy drinks provide a "buzz" with specifically to teens Monster is cool, but drinking Blast elevates the past 30 days, or heavy drinking, defined alcopops and other beverages available at volume higher than 5%, and regular across all comparisons, at $0.58 (malt liquor drink, while the price of beer is the same as its of cheap malt liquor, and 23% less per contain between 2.5 to 5 standard drinks in a o Legislation to limit supersizing was and parents, need to make their community coalition to get these insidious high caffeine and stimulating additives such and youth to get them the drinker to pimp status. as drinking more than 1 (women) or 2 (men) Marin 7-Eleven stores in March 2012 to better serving sizes (approximately 12-oz) was only available in single-serving quantities average, at $1.03. standard drink than the cheapest beer product single serving, enough to cause serious introduced in other states but never in concerns about alcopops known to as L-carnitine, taurine, and ginseng, and are hooked on alcohol drinks per day on average in the past 30 understand the special pricing appeal of that contain about 5% ABV (Mike’s of 24-oz or larger). ($0.75). Blast 23.5-oz cans were priced physical and mental harm to youth. The high- California, 7-Eleven, the Uppal/Singh families products off Marin’s store shelves by asking 8 retailers to agree not to sell alcopops, and available to consumers of any age. Brands and secure days, compared to 17% statewide. alcopops relative to other beverage choices Hard products, Smirnoff Ice). All 11 of the Marin County 7-Eleven stores similarly to 40-oz bottles of malt liquor, at $0.59 alcohol content in the products being offered and all other storeowners who sell passing local government resolutions to such as Sparks (MillerCoors), Tilt (Anheuser- customers for life. According to Larry Meredith, Marin County's available. We wanted to find out for ourselves sell alcopops. Of all products surveyed, beer When single-serving quantities were per standard drink. encourages excessive drinking, already a o The California Department of alcopops. support an Alcopop-Free ZoneTM Marin (AFZ). Busch InBev), and Four Loko (Phusion Department of Health and Human Services what price breaks on alcopops a Marin We then compared alcopops to other drink was available in the largest variety of sizes compared, alcopops were priced less per substantial problem in Marin County. Alcoholic Beverage Control has Projects) combined caffeine and alcohol into Alcopop producers have been wildly Director, excessive drinking is problematic teenager would find when he or she walks types at two levels: and quantities. Malt liquor was available for standard drink than beer. Beer actually refused to take action on alcopops, 2) While only the state can ban premixed alcoholic energy drinks (AEDs). successful in marketing alcopops to youth, among all age groups, including Marin's into a 7-Eleven store looking for a buzz (or purchase only in single-serving quantities. increased when purchased in single-serving Alcopops appeal to youth at several levels, particular products, counties and Excessive alcohol consumption is a 9 substantial problem in Marin County, and AEDs quickly became popular, and just as although consistently denying underage youth. sends in a friend), and how price may 1) The relative price per fluid ounce of Only Mike's Hard products and Smirnoff Ice sizes by $0.04, to $1.07, while alcopops including image, alcohol content, taste, and o Many active state attorneys general cities should put conditions on land alcohol is the most widely used drug among quickly resulted in a string of high-profile consumption. Because the products are most influence the decision to purchase alcopops alcopops and their popular, similarly were available in multipacks, although 2-for-1 decreased by $0.08, to $0.93. This is largely cheap pricing. The availability of cheap, have been thwarted in attempts to use to protect the health and safety the county’s youth. Although alcohol injuries and harm. The U.S. Food and Drug often classified as beer, they can be The California Department of Alcoholic in lieu of other beverage choices, such as packaged and marketed cousins, deals were offered on single-serving Mike's due to the higher ABV in supersized alcopops single-serving, supersized alcopops offered by limit marketing of Blast by Colt 45 of youth. Specifically, officials (police, producers should ultimately be held Administration (FDA), in response to alarm advertised and placed with much fewer Beverage Control (ABC) has granted 217 non-alcoholic energy drinks. non-alcoholic energy drinks, and Harder and Four Loko products. brands sold in single-serving quantities. 7-Eleven stores makes them even more (Pabst), and sheriff, land use and planning) should accountable for the harm their products about the risk of AEDs and under pressure restrictions than distilled spirits products, and active off-sale liquor licenses in Marin County, 2) The relative price per standard drink Mike's Hard and Smirnoff Ice, the 12-oz compelling to youth than comparable non- ask for restrictions of selling single cause, we believe that local retailers who sell from state attorneys general, the Center for have frequently been criticized by public In addition to targeted marketing, alcopops approximately one per every 1,160 residents. (based on fluid ounces and alcohol alcopops available in multipacks, both have alcoholic energy drinks, beer, or malt liquor. o The Federal Trade Commission has serving malt liquors and all flavored alcopops also bear responsibility for selling Science in the Public Interest, Alcohol Justice health advocates for overexposing underage are priced to appeal to the youth market. 7-Eleven convenience stores have a visible by volume) of alcopops and other Supersized alcopops were priced cheaper 7-Eleven and the Uppal and Singh families, negotiated a deal with Phusion malt beverage sales written into ABC 6 harmful products to their communities. and many others, forced producers to remove youth to their advertisements. Research has shown that low pricing on presence in Marin, with eleven franchise alcoholic malt beverages, beer and per fluid ounce than non-alcoholic energy franchisees who operate the Marin 7-Eleven Projects, Inc., to place a resealable licenses and as conditions on use the caffeine from alcopops. By that time many alcoholic beverages directly contributes to stores throughout the county. 7-Eleven stores malt liquor. drinks. stores, have contributed to the problem by cap on supersized Four Loko to permits. of those AEDs had grown in size and alcohol As part of the youth marketing strategy, increased consumption among youth, and are easily recognizable and popular spots to Of all the beverage types surveyed, non- offering substantial price breaks on Four Loko, supposedly address the dangers This report looks at the appeal of alcopops to 7 content, creating "supersized," high alcohol, alcopops are packaged and marketed that increasing price reduces consumption. grab snacks and drinks, especially alcohol. We calculated the price per fluid ounce for alcoholic energy drinks had the highest Mike's Harder products, and similar alcopops. inherent in the product—that is worse 3) The community could gain power youth, and pricing strategies at 7-Eleven 1 convenience stores that contribute to youth single-serving alcopops. similarly to non-alcoholic energy drinks. The Cheap pricing on alcopops makes them Ten of the stores are operated by the each beverage type and quantity available. average price per fluid ounce at $0.21, than no action at all. through the growing Alcopop-Free alcopops consumption in Marin County. popularity of energy drinks such as Monster compelling to youth compared to other Petaluma-based Uppal and Singh families, For alcopops and energy drinks, we analyzed followed by alcopops ($0.12), beer ($0.09), These alcopops are priced at dangerously low ZoneTM coalition effort to ask retailers Even without the added caffeine, supersized and Rock Star, which are promoted heavily available products. who operate 7-Eleven stores throughout cost per fluid ounce by specific brand. and malt liquor ($0.08). Red Bull was the levels, gambling with the health and safety of Nothing is left but community-led local action, to voluntarily cease purchasing, alcopops—16-ounce or larger single-serving through video game systems and at youth Northern California. Along with 7-Eleven, Inc., most expensive beverage, even given the our youth. We cannot determine with this through the Alcopop-Free ZoneTM Marin selling and marketing of alcopops. containers—are dangerous products. The One final point about alcopops is so obvious the Uppal/Singhs hold the liquor licenses for To compare alcoholic beverages using a promotional price being offered: two 8.4-oz The Evolution of Supersized Alcopops sporting events such as snowboarding and Selection of Beverage Types and Brands study the culpability of 7-Eleven, Inc., the U.S. coalition. The Marin County Board of Alcopops originated as sweetened malt sizing (up to 23.5-ounce cans and 32-ounce BMX, is used by the producers of alcopops as that it is barely ever mentioned: if alcopops the stores. At each of the Marin County 7-Eleven stores, standard value measure of volume and cans for $4. The average price of Monster subsidiary, but distributors and 7-Eleven Supervisors has already joined our beverages in standard 12-oz sizes, such as bottles) and alcohol content (as much as 12% an easy transition to alcopops. Young people were popular with youth 21 and over they we recorded the cost, container sizes and alcohol content, we calculated the price per and Rock Star energy drinks alone was corporate executives could have some level of efforts by unanimously passing a Zima, a Coors product introduced in 1993 that alcohol by volume, or ABV, in some products) already seeking the energy drink buzz are a would be served at bars. In fact, they are 7-Eleven, Inc., the actual owner of the stores, quantities available per price for each product standard drink for each type, brand and $0.15/fl oz, still more expensive than the responsibility as well. resolution, sponsored by Supervisors looked like water. These products are similar have been widely criticized by public health vulnerable market for energy drinks' alcoholic primarily sold at convenience and liquor is the North American subsidiary based in surveyed. We limited our product selection to quantity sold. In the U.S., a "standard" drink is average cost of alcopops. Steve Kinsey and Judy Arnold, to beer in alcohol content (usually 5%-8% advocates. One 23.5 ounce can of Four Loko, cousins, alcopops. For example, hip-hop/rap stores, such as 7-Eleven, where it is easy for Texas of Seven-Eleven Japan, a Tokyo- three distinct types of malt beverages for this any drink that contains about 0.6 fluid ounces The cut-rate pricing of 16-24 ounce alcopops supporting the establishment of the alcohol by volume, or ABV). The alcohol at 12% ABV, is equivalent to 4.7 standard youth to perform "shoulder tap" purchases based, multinational corporation that owns or study: or 14 grams of "pure" alcohol. One standard When just comparing supersized, single at 7-Eleven stores must end. This is the tip of Alcopop-Free ZoneTM Marin and industry calls them “flavored malt beverages” drinks in a single serving. That is 4.7 shots of (asking someone of legal age to purchase franchises 43,000 stores in 16 countries. drink is equivalent to one 12-ounce bottle of serving alcopops to similarly sized, single the iceberg, as we have noted other stores encouraging all alcohol retailers in or “progressive adult beverages.” In this 80-proof vodka, 4.7 bottles of beer, or 4.7 alcohol for them). 7-Eleven operates nearly 9,000 company- 1) Domestic beer (Budweiser, Coors, beer at 5% ABV, one 6-ounce glass of wine at serving energy drinks, the price break on that may be selling these products at even Marin County to voluntarily stop report we call them alcopops, the name 6-ounce glasses of wine. Consuming one owned or franchised stores in the U.S. and Pabst, and Miller Genuine Draft), 12% ABV, or one shot (1.5-oz) of 80-proof alcopops was even more stark. When looking lower prices. Ending the sale of supersized buying, stocking, selling, and Four Loko in a sitting is considered by public Canada under the 7-Eleven name. 2) "Malt liquor," typically priced cheaper spirits. at specific brands, Four Loko products were alcopops and all alcopops in general is marketing alcopops for the health of commonly used in Great Britain, Australia, 2 Canada and New Zealand, and increasingly health experts as binge drinking. For this Marin County's Drinking Problem than beer, containing higher ABV, being offered as low as $0.09-$0.10/fl oz, necessary at a local level because of the the county's youth. We encourage reason, supersized alcopops are often Idyllic Marin County, in Northern California We noticed that some 7-Eleven stores in and labeled as "malt liquor" (Steel For each alcoholic beverage, we calculated significantly cheaper than any of the energy relentless political and economic power of the other Marin government entities and used in the United States. In those countries 3 alcopops are overtly mixed with distilled referred to as "binge-in-a-can." just north of San Francisco, is known for its Marin have signs advertising prominent price Reserve and Olde English 800), and the number of fluid ounces per each quantity drinks, which ranged from $0.13 - $0.22/fl oz. alcohol industry. For example: policy makers to pass resolutions in spirits, while in the U.S. they are claimed to breaks on Four Loko and Mike's Harder 3) Alcopops, sweetened "flavored malt sold, and calculated the total number of stan- support of the Alcopop-Free ZoneTM. be primarily made with a malt brewing 2 alcopops products. Because of 7-Eleven's dard drinks for that quantity. We then divided process. These claims benefit the alcohol How Alcopops Appeal to Youth music artist Snoop Dogg is the celebrity healthy lifestyles, quality schools and relative popularity in Marin County, we decided to beverages" that do not look like or the price by the number of standard drinks. Supersized alcopops were priced the same ABV as the domestic beer brands Some supersized alcopops were priced industry because alcopop products are taxed Youth are the primary consumers of alcopops, spokesperson for Monster as well as Blast. affluence, and was recently ranked the #1 take a closer look at alcopops pricing at these taste like beer (Mike’s Hard, Mike’s For example, a 6-pack of 12-ounce cans of cheaper per standard drink than beer. (5%), while supersized, single-serving cheaper per standard drink than malt liquor. Alcohol Justice has been involved in several at the lower beer rate, but don't taste like, look with one-third of teenage girls age 12 to 18 Snoop Dogg's promotional videos for both healthiest county in the state. The caveat: it stores. Harder, Smirnoff Ice, Sparks, Blast, Budweiser contains 6 standard drinks. Priced Comparing the average cost per standard alcopops contain 6-12% ABV. The lowest price per standard drink, $0.53, Alcopops, particularly supersized alcopops, o The California State Board of While regulation and taxation of alcopops are 4) Youth and public health groups local and national campaigns to remove like, nor are they called beer. and one-fifth of teenage boys having tried an products are accessible to viewers of all ages lays claim to the second highest excessive Joose, and Jeremiah Weed). Within at $6.99, the cost per standard drink was drink by beverage type, including all products was the promotional price for single quantity, are unquestionably dangerous products that Equalization decision to correct the the purview of the State of California, there is throughout the United States should 4 youth-oriented alcohol products, particularly alcopops product. Alcopops are used by the on social media sites such as YouTube and drinking rate in the state, with 24% having the alcopops category, we $6.99 / 6, or $1.17. A 23.5-ounce can of Four surveyed, alcopops and beer were Looking at the largest available size of 23.5-oz cans of Four Loko, offered at 2 for $5. encourage excessive alcohol consumption tax rate to a distilled spirits level was much that local residents and municipalities consider forming Alcopop-Free alcopops, from the market. In our own In the late 1990s, alcohol producers caught alcohol industry as a Twitter. This heavy-handed marketing and engaged in either binge drinking, defined as differentiated between “supersized” Loko, at 12% ABV, is 4.7 standard drinks, and comparable in price, at $1.03 per standard alcopops, 23.5-oz, compared to 24-oz beer, Even at the regular price of $2.79 each, the among youth. Supersized alcopops are overruled by a California appeals can do. ZoneTM coalitions and demand that the wave of popular caffeine-laden, non- “transitional packaging obviously targets underage energy consuming more than 4 (women) or 5 (men) alcopops—those available in 16-oz priced at $2.50, was $0.53 per standard drink. drink for beer and $1.01 for alcopops. Malt we saw an even larger price break. At these backyard, along with Marin County Youth consume an price per standard drink is $0.58, the same as youth-attractive flavored malt beverages from court, retailers stop selling the most youth- alcoholic energy drinks such as Red Bull. beverage,” marketed drink consumers. The ads are clear—drinking alcoholic beverages on a single occasion in We conducted a limited pricing survey of servings or larger, with alcohol by liquor was lowest in price per standard drink sizes, alcopops fell to $0.85 per standard community groups, public health advocates, estimated 47% of the price per standard drink for a 40-oz bottle 16 to 24 fluid ounces, 6% to 12% ABV, and 1) Community residents, led by youth attractive drinks, alcopops. These energy drinks provide a "buzz" with specifically to teens Monster is cool, but drinking Blast elevates the past 30 days, or heavy drinking, defined alcopops and other beverages available at volume higher than 5%, and regular across all comparisons, at $0.58 (malt liquor drink, while the price of beer is the same as its of cheap malt liquor, and 23% less per contain between 2.5 to 5 standard drinks in a o Legislation to limit supersizing was and residents, Alcohol Justice is building a alcopops products and parents, need to make their high caffeine and stimulating additives such and youth to get them the drinker to pimp status. as drinking more than 1 (women) or 2 (men) Marin 7-Eleven stores in March 2012 to better serving sizes (approximately 12-oz) was only available in single-serving quantities average, at $1.03. standard drink than the cheapest beer product single serving, enough to cause serious introduced in other states but never in concerns about alcopops known to community coalition to get these insidious sold in California.5 as L-carnitine, taurine, and ginseng, and are hooked on alcohol drinks per day on average in the past 30 understand the special pricing appeal of that contain about 5% ABV (Mike’s of 24-oz or larger). ($0.75). Blast 23.5-oz cans were priced physical and mental harm to youth. The high- California, 7-Eleven, the Uppal/Singh families products off Marin’s store shelves by asking 8 retailers to agree not to sell alcopops, and available to consumers of any age. Brands and secure days, compared to 17% statewide. alcopops relative to other beverage choices Hard products, Smirnoff Ice). All 11 of the Marin County 7-Eleven stores similarly to 40-oz bottles of malt liquor, at $0.59 alcohol content in the products being offered and all other storeowners who sell passing local government resolutions to such as Sparks (MillerCoors), Tilt (Anheuser- customers for life. According to Larry Meredith, Marin County's available. We wanted to find out for ourselves sell alcopops. Of all products surveyed, beer When single-serving quantities were per standard drink. encourages excessive drinking, already a o The California Department of alcopops. support an Alcopop-Free ZoneTM Marin (AFZ). Busch InBev), and Four Loko (Phusion Department of Health and Human Services what price breaks on alcopops a Marin We then compared alcopops to other drink was available in the largest variety of sizes compared, alcopops were priced less per substantial problem in Marin County. Alcoholic Beverage Control has Projects) combined caffeine and alcohol into Alcopop producers have been wildly Director, excessive drinking is problematic teenager would find when he or she walks types at two levels: and quantities. Malt liquor was available for standard drink than beer. Beer actually refused to take action on alcopops, 2) While only the state can ban premixed alcoholic energy drinks (AEDs). successful in marketing alcopops to youth, among all age groups, including Marin's into a 7-Eleven store looking for a buzz (or purchase only in single-serving quantities. increased when purchased in single-serving Alcopops appeal to youth at several levels, particular products, counties and Excessive alcohol consumption is a 9 substantial problem in Marin County, and AEDs quickly became popular, and just as although consistently denying underage youth. sends in a friend), and how price may 1) The relative price per fluid ounce of Only Mike's Hard products and Smirnoff Ice sizes by $0.04, to $1.07, while alcopops including image, alcohol content, taste, and o Many active state attorneys general cities should put conditions on land alcohol is the most widely used drug among quickly resulted in a string of high-profile consumption. Because the products are most influence the decision to purchase alcopops alcopops and their popular, similarly were available in multipacks, although 2-for-1 decreased by $0.08, to $0.93. This is largely cheap pricing. The availability of cheap, have been thwarted in attempts to use to protect the health and safety the county’s youth. Although alcohol injuries and harm. The U.S. Food and Drug often classified as beer, they can be The California Department of Alcoholic in lieu of other beverage choices, such as packaged and marketed cousins, deals were offered on single-serving Mike's due to the higher ABV in supersized alcopops single-serving, supersized alcopops offered by limit marketing of Blast by Colt 45 of youth. Specifically, officials (police, producers should ultimately be held Administration (FDA), in response to alarm advertised and placed with much fewer Beverage Control (ABC) has granted 217 non-alcoholic energy drinks. non-alcoholic energy drinks, and Harder and Four Loko products. brands sold in single-serving quantities. 7-Eleven stores makes them even more (Pabst), and sheriff, land use and planning) should accountable for the harm their products about the risk of AEDs and under pressure restrictions than distilled spirits products, and active off-sale liquor licenses in Marin County, 2) The relative price per standard drink Mike's Hard and Smirnoff Ice, the 12-oz compelling to youth than comparable non- ask for restrictions of selling single cause, we believe that local retailers who sell from state attorneys general, the Center for have frequently been criticized by public In addition to targeted marketing, alcopops approximately one per every 1,160 residents. (based on fluid ounces and alcohol alcopops available in multipacks, both have alcoholic energy drinks, beer, or malt liquor. o The Federal Trade Commission has serving malt liquors and all flavored alcopops also bear responsibility for selling Science in the Public Interest, Alcohol Justice health advocates for overexposing underage are priced to appeal to the youth market. 7-Eleven convenience stores have a visible by volume) of alcopops and other Supersized alcopops were priced cheaper 7-Eleven and the Uppal and Singh families, negotiated a deal with Phusion malt beverage sales written into ABC 6 harmful products to their communities. and many others, forced producers to remove youth to their advertisements. Research has shown that low pricing on presence in Marin, with eleven franchise alcoholic malt beverages, beer and per fluid ounce than non-alcoholic energy franchisees who operate the Marin 7-Eleven Projects, Inc., to place a resealable licenses and as conditions on use the caffeine from alcopops. By that time many alcoholic beverages directly contributes to stores throughout the county. 7-Eleven stores malt liquor. drinks. stores, have contributed to the problem by cap on supersized Four Loko to permits. of those AEDs had grown in size and alcohol As part of the youth marketing strategy, increased consumption among youth, and are easily recognizable and popular spots to Of all the beverage types surveyed, non- offering substantial price breaks on Four Loko, supposedly address the dangers This report looks at the appeal of alcopops to 7 content, creating "supersized," high alcohol, alcopops are packaged and marketed that increasing price reduces consumption. grab snacks and drinks, especially alcohol. We calculated the price per fluid ounce for alcoholic energy drinks had the highest Mike's Harder products, and similar alcopops. inherent in the product—that is worse 3) The community could gain power youth, and pricing strategies at 7-Eleven 1 convenience stores that contribute to youth single-serving alcopops. similarly to non-alcoholic energy drinks. The Cheap pricing on alcopops makes them Ten of the stores are operated by the each beverage type and quantity available. average price per fluid ounce at $0.21, than no action at all. through the growing Alcopop-Free alcopops consumption in Marin County. popularity of energy drinks such as Monster compelling to youth compared to other Petaluma-based Uppal and Singh families, For alcopops and energy drinks, we analyzed followed by alcopops ($0.12), beer ($0.09), These alcopops are priced at dangerously low ZoneTM coalition effort to ask retailers Even without the added caffeine, supersized and Rock Star, which are promoted heavily available products. who operate 7-Eleven stores throughout cost per fluid ounce by specific brand. and malt liquor ($0.08). Red Bull was the levels, gambling with the health and safety of Nothing is left but community-led local action, to voluntarily cease purchasing, alcopops—16-ounce or larger single-serving through video game systems and at youth Northern California. Along with 7-Eleven, Inc., most expensive beverage, even given the our youth. We cannot determine with this through the Alcopop-Free ZoneTM Marin selling and marketing of alcopops. containers—are dangerous products. The One final point about alcopops is so obvious the Uppal/Singhs hold the liquor licenses for To compare alcoholic beverages using a promotional price being offered: two 8.4-oz The Evolution of Supersized Alcopops sporting events such as snowboarding and Selection of Beverage Types and Brands study the culpability of 7-Eleven, Inc., the U.S. coalition. The Marin County Board of Alcopops originated as sweetened malt sizing (up to 23.5-ounce cans and 32-ounce BMX, is used by the producers of alcopops as that it is barely ever mentioned: if alcopops the stores. At each of the Marin County 7-Eleven stores, standard value measure of volume and cans for $4. The average price of Monster subsidiary, but distributors and 7-Eleven Supervisors has already joined our beverages in standard 12-oz sizes, such as bottles) and alcohol content (as much as 12% an easy transition to alcopops. Young people were popular with youth 21 and over they we recorded the cost, container sizes and alcohol content, we calculated the price per and Rock Star energy drinks alone was corporate executives could have some level of efforts by unanimously passing a Zima, a Coors product introduced in 1993 that alcohol by volume, or ABV, in some products) already seeking the energy drink buzz are a would be served at bars. In fact, they are 7-Eleven, Inc., the actual owner of the stores, quantities available per price for each product standard drink for each type, brand and $0.15/fl oz, still more expensive than the responsibility as well. resolution, sponsored by Supervisors looked like water. These products are similar have been widely criticized by public health vulnerable market for energy drinks' alcoholic primarily sold at convenience and liquor is the North American subsidiary based in surveyed. We limited our product selection to quantity sold. In the U.S., a "standard" drink is average cost of alcopops. Steve Kinsey and Judy Arnold, to beer in alcohol content (usually 5%-8% advocates. One 23.5 ounce can of Four Loko, cousins, alcopops. For example, hip-hop/rap stores, such as 7-Eleven, where it is easy for Texas of Seven-Eleven Japan, a Tokyo- three distinct types of malt beverages for this any drink that contains about 0.6 fluid ounces The cut-rate pricing of 16-24 ounce alcopops supporting the establishment of the alcohol by volume, or ABV). The alcohol at 12% ABV, is equivalent to 4.7 standard youth to perform "shoulder tap" purchases based, multinational corporation that owns or study: or 14 grams of "pure" alcohol. One standard When just comparing supersized, single at 7-Eleven stores must end. This is the tip of Alcopop-Free ZoneTM Marin and industry calls them “flavored malt beverages” drinks in a single serving. That is 4.7 shots of (asking someone of legal age to purchase franchises 43,000 stores in 16 countries. drink is equivalent to one 12-ounce bottle of serving alcopops to similarly sized, single the iceberg, as we have noted other stores encouraging all alcohol retailers in or “progressive adult beverages.” In this 80-proof vodka, 4.7 bottles of beer, or 4.7 alcohol for them). 7-Eleven operates nearly 9,000 company- 1) Domestic beer (Budweiser, Coors, beer at 5% ABV, one 6-ounce glass of wine at serving energy drinks, the price break on that may be selling these products at even Marin County to voluntarily stop report we call them alcopops, the name 6-ounce glasses of wine. Consuming one owned or franchised stores in the U.S. and Pabst, and Miller Genuine Draft), 12% ABV, or one shot (1.5-oz) of 80-proof alcopops was even more stark. When looking lower prices. Ending the sale of supersized buying, stocking, selling, and Four Loko in a sitting is considered by public Canada under the 7-Eleven name. 2) "Malt liquor," typically priced cheaper spirits. at specific brands, Four Loko products were alcopops and all alcopops in general is marketing alcopops for the health of commonly used in Great Britain, Australia, 2 Canada and New Zealand, and increasingly health experts as binge drinking. For this Marin County's Drinking Problem than beer, containing higher ABV, being offered as low as $0.09-$0.10/fl oz, necessary at a local level because of the the county's youth. We encourage reason, supersized alcopops are often Idyllic Marin County, in Northern California We noticed that some 7-Eleven stores in and labeled as "malt liquor" (Steel For each alcoholic beverage, we calculated significantly cheaper than any of the energy relentless political and economic power of the other Marin government entities and used in the United States. In those countries 3 alcopops are overtly mixed with distilled referred to as "binge-in-a-can." just north of San Francisco, is known for its Marin have signs advertising prominent price Reserve and Olde English 800), and the number of fluid ounces per each quantity drinks, which ranged from $0.13 - $0.22/fl oz. alcohol industry. For example: policy makers to pass resolutions in spirits, while in the U.S. they are claimed to breaks on Four Loko and Mike's Harder 3) Alcopops, sweetened "flavored malt sold, and calculated the total number of stan- support of the Alcopop-Free ZoneTM. be primarily made with a malt brewing 3 alcopops products. Because of 7-Eleven's dard drinks for that quantity. We then divided process. These claims benefit the alcohol How Alcopops Appeal to Youth music artist Snoop Dogg is the celebrity healthy lifestyles, quality schools and relative popularity in Marin County, we decided to beverages" that do not look like or the price by the number of standard drinks. Supersized alcopops were priced the same ABV as the domestic beer brands Some supersized alcopops were priced industry because alcopop products are taxed Youth are the primary consumers of alcopops, spokesperson for Monster as well as Blast. affluence, and was recently ranked the #1 take a closer look at alcopops pricing at these taste like beer (Mike’s Hard, Mike’s For example, a 6-pack of 12-ounce cans of cheaper per standard drink than beer. (5%), while supersized, single-serving cheaper per standard drink than malt liquor. Alcohol Justice has been involved in several at the lower beer rate, but don't taste like, look with one-third of teenage girls age 12 to 18 Snoop Dogg's promotional videos for both healthiest county in the state. The caveat: it stores. Harder, Smirnoff Ice, Sparks, Blast, Budweiser contains 6 standard drinks. Priced Comparing the average cost per standard alcopops contain 6-12% ABV. The lowest price per standard drink, $0.53, Alcopops, particularly supersized alcopops, o The California State Board of While regulation and taxation of alcopops are 4) Youth and public health groups local and national campaigns to remove like, nor are they called beer. and one-fifth of teenage boys having tried an products are accessible to viewers of all ages lays claim to the second highest excessive Joose, and Jeremiah Weed). Within at $6.99, the cost per standard drink was drink by beverage type, including all products was the promotional price for single quantity, are unquestionably dangerous products that Equalization decision to correct the the purview of the State of California, there is throughout the United States should 4 youth-oriented alcohol products, particularly alcopops product. Alcopops are used by the on social media sites such as YouTube and drinking rate in the state, with 24% having What We Did: Methodology the alcopops category, we $6.99 / 6, or $1.17. A 23.5-ounce can of Four surveyed, alcopops and beer were Looking at the largest available size of 23.5-oz cans of Four Loko, offered at 2 for $5. encourage excessive alcohol consumption tax rate to a distilled spirits level was much that local residents and municipalities consider forming Alcopop-Free alcopops, from the market. In our own In the late 1990s, alcohol producers caught alcohol industry as a Twitter. This heavy-handed marketing and engaged in either binge drinking, defined as differentiated between “supersized” Loko, at 12% ABV, is 4.7 standard drinks, and comparable in price, at $1.03 per standard alcopops, 23.5-oz, compared to 24-oz beer, Even at the regular price of $2.79 each, the among youth. Supersized alcopops are overruled by a California appeals can do. ZoneTM coalitions and demand that backyard, along with Marin County the wave of popular caffeine-laden, non- “transitional packaging obviously targets underage energy consuming more than 4 (women) or 5 (men) alcopops—those available in 16-oz priced at $2.50, was $0.53 per standard drink. drink for beer and $1.01 for alcopops. Malt we saw an even larger price break. At these price per standard drink is $0.58, the same as youth-attractive flavored malt beverages from court, retailers stop selling the most youth- community groups, public health advocates, alcoholic energy drinks such as Red Bull. beverage,” marketed drink consumers. The ads are clear—drinking alcoholic beverages on a single occasion in We conducted a limited pricing survey of servings or larger, with alcohol by liquor was lowest in price per standard drink sizes, alcopops fell to $0.85 per standard the price per standard drink for a 40-oz bottle 16 to 24 fluid ounces, 6% to 12% ABV, and 1) Community residents, led by youth attractive drinks, alcopops. and residents, Alcohol Justice is building a These energy drinks provide a "buzz" with specifically to teens Monster is cool, but drinking Blast elevates the past 30 days, or heavy drinking, defined alcopops and other beverages available at volume higher than 5%, and regular across all comparisons, at $0.58 (malt liquor drink, while the price of beer is the same as its of cheap malt liquor, and 23% less per contain between 2.5 to 5 standard drinks in a o Legislation to limit supersizing was and parents, need to make their community coalition to get these insidious high caffeine and stimulating additives such and youth to get them the drinker to pimp status. as drinking more than 1 (women) or 2 (men) Marin 7-Eleven stores in March 2012 to better serving sizes (approximately 12-oz) was only available in single-serving quantities average, at $1.03. standard drink than the cheapest beer product single serving, enough to cause serious introduced in other states but never in concerns about alcopops known to as L-carnitine, taurine, and ginseng, and are hooked on alcohol drinks per day on average in the past 30 understand the special pricing appeal of that contain about 5% ABV (Mike’s of 24-oz or larger). ($0.75). Blast 23.5-oz cans were priced physical and mental harm to youth. The high- California, 7-Eleven, the Uppal/Singh families products off Marin’s store shelves by asking 8 retailers to agree not to sell alcopops, and available to consumers of any age. Brands and secure days, compared to 17% statewide. alcopops relative to other beverage choices Hard products, Smirnoff Ice). All 11 of the Marin County 7-Eleven stores similarly to 40-oz bottles of malt liquor, at $0.59 alcohol content in the products being offered and all other storeowners who sell passing local government resolutions to such as Sparks (MillerCoors), Tilt (Anheuser- customers for life. According to Larry Meredith, Marin County's available. We wanted to find out for ourselves sell alcopops. Of all products surveyed, beer When single-serving quantities were per standard drink. encourages excessive drinking, already a o The California Department of alcopops. support an Alcopop-Free ZoneTM Marin (AFZ). Busch InBev), and Four Loko (Phusion Department of Health and Human Services what price breaks on alcopops a Marin We then compared alcopops to other drink was available in the largest variety of sizes compared, alcopops were priced less per substantial problem in Marin County. Alcoholic Beverage Control has Projects) combined caffeine and alcohol into Alcopop producers have been wildly Director, excessive drinking is problematic teenager would find when he or she walks types at two levels: and quantities. Malt liquor was available for standard drink than beer. Beer actually refused to take action on alcopops, 2) While only the state can ban premixed alcoholic energy drinks (AEDs). successful in marketing alcopops to youth, among all age groups, including Marin's into a 7-Eleven store looking for a buzz (or purchase only in single-serving quantities. increased when purchased in single-serving Alcopops appeal to youth at several levels, particular products, counties and Excessive alcohol consumption is a 9 substantial problem in Marin County, and AEDs quickly became popular, and just as although consistently denying underage youth. sends in a friend), and how price may 1) The relative price per fluid ounce of Only Mike's Hard products and Smirnoff Ice sizes by $0.04, to $1.07, while alcopops including image, alcohol content, taste, and o Many active state attorneys general cities should put conditions on land alcohol is the most widely used drug among quickly resulted in a string of high-profile consumption. Because the products are most influence the decision to purchase alcopops alcopops and their popular, similarly were available in multipacks, although 2-for-1 decreased by $0.08, to $0.93. This is largely cheap pricing. The availability of cheap, have been thwarted in attempts to use to protect the health and safety the county’s youth. Although alcohol injuries and harm. The U.S. Food and Drug often classified as beer, they can be The California Department of Alcoholic in lieu of other beverage choices, such as packaged and marketed cousins, deals were offered on single-serving Mike's due to the higher ABV in supersized alcopops single-serving, supersized alcopops offered by limit marketing of Blast by Colt 45 of youth. Specifically, officials (police, producers should ultimately be held Administration (FDA), in response to alarm advertised and placed with much fewer Beverage Control (ABC) has granted 217 non-alcoholic energy drinks. non-alcoholic energy drinks, and Harder and Four Loko products. brands sold in single-serving quantities. 7-Eleven stores makes them even more (Pabst), and sheriff, land use and planning) should accountable for the harm their products about the risk of AEDs and under pressure restrictions than distilled spirits products, and active off-sale liquor licenses in Marin County, 2) The relative price per standard drink Mike's Hard and Smirnoff Ice, the 12-oz compelling to youth than comparable non- ask for restrictions of selling single cause, we believe that local retailers who sell from state attorneys general, the Center for have frequently been criticized by public In addition to targeted marketing, alcopops approximately one per every 1,160 residents. (based on fluid ounces and alcohol alcopops available in multipacks, both have alcoholic energy drinks, beer, or malt liquor. o The Federal Trade Commission has serving malt liquors and all flavored alcopops also bear responsibility for selling Science in the Public Interest, Alcohol Justice health advocates for overexposing underage are priced to appeal to the youth market. 7-Eleven convenience stores have a visible by volume) of alcopops and other Supersized alcopops were priced cheaper 7-Eleven and the Uppal and Singh families, negotiated a deal with Phusion malt beverage sales written into ABC 6 harmful products to their communities. and many others, forced producers to remove youth to their advertisements. Research has shown that low pricing on presence in Marin, with eleven franchise alcoholic malt beverages, beer and per fluid ounce than non-alcoholic energy franchisees who operate the Marin 7-Eleven Projects, Inc., to place a resealable licenses and as conditions on use the caffeine from alcopops. By that time many alcoholic beverages directly contributes to stores throughout the county. 7-Eleven stores malt liquor. drinks. stores, have contributed to the problem by cap on supersized Four Loko to permits. of those AEDs had grown in size and alcohol As part of the youth marketing strategy, increased consumption among youth, and are easily recognizable and popular spots to Of all the beverage types surveyed, non- offering substantial price breaks on Four Loko, supposedly address the dangers This report looks at the appeal of alcopops to 7 content, creating "supersized," high alcohol, alcopops are packaged and marketed that increasing price reduces consumption. grab snacks and drinks, especially alcohol. We calculated the price per fluid ounce for alcoholic energy drinks had the highest Mike's Harder products, and similar alcopops. inherent in the product—that is worse 3) The community could gain power youth, and pricing strategies at 7-Eleven 1 convenience stores that contribute to youth single-serving alcopops. similarly to non-alcoholic energy drinks. The Cheap pricing on alcopops makes them Ten of the stores are operated by the each beverage type and quantity available. average price per fluid ounce at $0.21, than no action at all. through the growing Alcopop-Free alcopops consumption in Marin County. popularity of energy drinks such as Monster compelling to youth compared to other Petaluma-based Uppal and Singh families, For alcopops and energy drinks, we analyzed followed by alcopops ($0.12), beer ($0.09), These alcopops are priced at dangerously low ZoneTM coalition effort to ask retailers Even without the added caffeine, supersized and Rock Star, which are promoted heavily available products. who operate 7-Eleven stores throughout cost per fluid ounce by specific brand. and malt liquor ($0.08). Red Bull was the levels, gambling with the health and safety of Nothing is left but community-led local action, to voluntarily cease purchasing, alcopops—16-ounce or larger single-serving through video game systems and at youth Northern California. Along with 7-Eleven, Inc., most expensive beverage, even given the our youth. We cannot determine with this through the Alcopop-Free ZoneTM Marin selling and marketing of alcopops. containers—are dangerous products. The One final point about alcopops is so obvious the Uppal/Singhs hold the liquor licenses for To compare alcoholic beverages using a promotional price being offered: two 8.4-oz The Evolution of Supersized Alcopops sporting events such as snowboarding and Selection of Beverage Types and Brands study the culpability of 7-Eleven, Inc., the U.S. coalition. The Marin County Board of Alcopops originated as sweetened malt sizing (up to 23.5-ounce cans and 32-ounce BMX, is used by the producers of alcopops as that it is barely ever mentioned: if alcopops the stores. At each of the Marin County 7-Eleven stores, standard value measure of volume and cans for $4. The average price of Monster subsidiary, but distributors and 7-Eleven Supervisors has already joined our beverages in standard 12-oz sizes, such as bottles) and alcohol content (as much as 12% an easy transition to alcopops. Young people were popular with youth 21 and over they we recorded the cost, container sizes and alcohol content, we calculated the price per and Rock Star energy drinks alone was corporate executives could have some level of efforts by unanimously passing a Zima, a Coors product introduced in 1993 that alcohol by volume, or ABV, in some products) already seeking the energy drink buzz are a would be served at bars. In fact, they are 7-Eleven, Inc., the actual owner of the stores, quantities available per price for each product standard drink for each type, brand and $0.15/fl oz, still more expensive than the responsibility as well. resolution, sponsored by Supervisors looked like water. These products are similar have been widely criticized by public health vulnerable market for energy drinks' alcoholic primarily sold at convenience and liquor is the North American subsidiary based in surveyed. We limited our product selection to quantity sold. In the U.S., a "standard" drink is average cost of alcopops. Steve Kinsey and Judy Arnold, to beer in alcohol content (usually 5%-8% advocates. One 23.5 ounce can of Four Loko, cousins, alcopops. For example, hip-hop/rap stores, such as 7-Eleven, where it is easy for Texas of Seven-Eleven Japan, a Tokyo- three distinct types of malt beverages for this any drink that contains about 0.6 fluid ounces The cut-rate pricing of 16-24 ounce alcopops supporting the establishment of the alcohol by volume, or ABV). The alcohol at 12% ABV, is equivalent to 4.7 standard youth to perform "shoulder tap" purchases based, multinational corporation that owns or study: or 14 grams of "pure" alcohol. One standard When just comparing supersized, single at 7-Eleven stores must end. This is the tip of Alcopop-Free ZoneTM Marin and industry calls them “flavored malt beverages” drinks in a single serving. That is 4.7 shots of (asking someone of legal age to purchase franchises 43,000 stores in 16 countries. drink is equivalent to one 12-ounce bottle of serving alcopops to similarly sized, single the iceberg, as we have noted other stores encouraging all alcohol retailers in or “progressive adult beverages.” In this 80-proof vodka, 4.7 bottles of beer, or 4.7 alcohol for them). 7-Eleven operates nearly 9,000 company- 1) Domestic beer (Budweiser, Coors, beer at 5% ABV, one 6-ounce glass of wine at serving energy drinks, the price break on that may be selling these products at even Marin County to voluntarily stop report we call them alcopops, the name 6-ounce glasses of wine. Consuming one owned or franchised stores in the U.S. and Pabst, and Miller Genuine Draft), 12% ABV, or one shot (1.5-oz) of 80-proof alcopops was even more stark. When looking lower prices. Ending the sale of supersized buying, stocking, selling, and Four Loko in a sitting is considered by public Canada under the 7-Eleven name. 2) "Malt liquor," typically priced cheaper spirits. at specific brands, Four Loko products were alcopops and all alcopops in general is marketing alcopops for the health of commonly used in Great Britain, Australia, 2 Canada and New Zealand, and increasingly health experts as binge drinking. For this Marin County's Drinking Problem than beer, containing higher ABV, being offered as low as $0.09-$0.10/fl oz, necessary at a local level because of the the county's youth. We encourage reason, supersized alcopops are often Idyllic Marin County, in Northern California We noticed that some 7-Eleven stores in and labeled as "malt liquor" (Steel For each alcoholic beverage, we calculated significantly cheaper than any of the energy relentless political and economic power of the other Marin government entities and used in the United States. In those countries 3 alcopops are overtly mixed with distilled referred to as "binge-in-a-can." just north of San Francisco, is known for its Marin have signs advertising prominent price Reserve and Olde English 800), and the number of fluid ounces per each quantity drinks, which ranged from $0.13 - $0.22/fl oz. alcohol industry. For example: policy makers to pass resolutions in spirits, while in the U.S. they are claimed to breaks on Four Loko and Mike's Harder 3) Alcopops, sweetened "flavored malt sold, and calculated the total number of stan- support of the Alcopop-Free ZoneTM. be primarily made with a malt brewing alcopops products. Because of 7-Eleven's 4 dard drinks for that quantity. We then divided process. These claims benefit the alcohol How Alcopops Appeal to Youth music artist Snoop Dogg is the celebrity healthy lifestyles, quality schools and relative popularity in Marin County, we decided to beverages" that do not look like or the price by the number of standard drinks. Supersized alcopops were priced the same ABV as the domestic beer brands Some supersized alcopops were priced industry because alcopop products are taxed Youth are the primary consumers of alcopops, spokesperson for Monster as well as Blast. affluence, and was recently ranked the #1 take a closer look at alcopops pricing at these taste like beer (Mike’s Hard, Mike’s For example, a 6-pack of 12-ounce cans of cheaper per standard drink than beer. (5%), while supersized, single-serving cheaper per standard drink than malt liquor. Alcohol Justice has been involved in several at the lower beer rate, but don't taste like, look with one-third of teenage girls age 12 to 18 Snoop Dogg's promotional videos for both healthiest county in the state. The caveat: it stores. Harder, Smirnoff Ice, Sparks, Blast, Budweiser contains 6 standard drinks. Priced Comparing the average cost per standard alcopops contain 6-12% ABV. The lowest price per standard drink, $0.53, Alcopops, particularly supersized alcopops, o The California State Board of While regulation and taxation of alcopops are 4) Youth and public health groups local and national campaigns to remove like, nor are they called beer. and one-fifth of teenage boys having tried an products are accessible to viewers of all ages lays claim to the second highest excessive Joose, and Jeremiah Weed). Within at $6.99, the cost per standard drink was drink by beverage type, including all products was the promotional price for single quantity, are unquestionably dangerous products that Equalization decision to correct the the purview of the State of California, there is throughout the United States should 4 youth-oriented alcohol products, particularly alcopops product. Alcopops are used by the on social media sites such as YouTube and drinking rate in the state, with 24% having the alcopops category, we $6.99 / 6, or $1.17. A 23.5-ounce can of Four surveyed, alcopops and beer were Looking at the largest available size of 23.5-oz cans of Four Loko, offered at 2 for $5. encourage excessive alcohol consumption tax rate to a distilled spirits level was much that local residents and municipalities consider forming Alcopop-Free alcopops, from the market. In our own In the late 1990s, alcohol producers caught alcohol industry as a Twitter. This heavy-handed marketing and engaged in either binge drinking, defined as differentiated between “supersized” Loko, at 12% ABV, is 4.7 standard drinks, and comparable in price, at $1.03 per standard alcopops, 23.5-oz, compared to 24-oz beer, Even at the regular price of $2.79 each, the among youth. Supersized alcopops are overruled by a California appeals can do. ZoneTM coalitions and demand that backyard, along with Marin County the wave of popular caffeine-laden, non- “transitional packaging obviously targets underage energy consuming more than 4 (women) or 5 (men) alcopops—those available in 16-oz priced at $2.50, was $0.53 per standard drink. drink for beer and $1.01 for alcopops. Malt we saw an even larger price break. At these price per standard drink is $0.58, the same as youth-attractive flavored malt beverages from court, retailers stop selling the most youth- community groups, public health advocates, alcoholic energy drinks such as Red Bull. beverage,” marketed drink consumers. The ads are clear—drinking alcoholic beverages on a single occasion in We conducted a limited pricing survey of servings or larger, with alcohol by liquor was lowest in price per standard drink sizes, alcopops fell to $0.85 per standard the price per standard drink for a 40-oz bottle 16 to 24 fluid ounces, 6% to 12% ABV, and 1) Community residents, led by youth attractive drinks, alcopops. and residents, Alcohol Justice is building a These energy drinks provide a "buzz" with specifically to teens Monster is cool, but drinking Blast elevates the past 30 days, or heavy drinking, defined alcopops and other beverages available at volume higher than 5%, and regular What We Found: Results across all comparisons, at $0.58 (malt liquor drink, while the price of beer is the same as its of cheap malt liquor, and 23% less per contain between 2.5 to 5 standard drinks in a o Legislation to limit supersizing was and parents, need to make their community coalition to get these insidious high caffeine and stimulating additives such and youth to get them the drinker to pimp status. as drinking more than 1 (women) or 2 (men) Marin 7-Eleven stores in March 2012 to better serving sizes (approximately 12-oz) was only available in single-serving quantities average, at $1.03. standard drink than the cheapest beer product single serving, enough to cause serious introduced in other states but never in concerns about alcopops known to as L-carnitine, taurine, and ginseng, and are hooked on alcohol drinks per day on average in the past 30 understand the special pricing appeal of that contain about 5% ABV (Mike’s of 24-oz or larger). ($0.75). Blast 23.5-oz cans were priced physical and mental harm to youth. The high- California, 7-Eleven, the Uppal/Singh families products off Marin’s store shelves by asking 8 retailers to agree not to sell alcopops, and available to consumers of any age. Brands and secure days, compared to 17% statewide. alcopops relative to other beverage choices Hard products, Smirnoff Ice). All 11 of the Marin County 7-Eleven stores similarly to 40-oz bottles of malt liquor, at $0.59 alcohol content in the products being offered and all other storeowners who sell passing local government resolutions to such as Sparks (MillerCoors), Tilt (Anheuser- customers for life. According to Larry Meredith, Marin County's available. We wanted to find out for ourselves sell alcopops. Of all products surveyed, beer When single-serving quantities were per standard drink. encourages excessive drinking, already a o The California Department of alcopops. support an Alcopop-Free ZoneTM Marin (AFZ). Busch InBev), and Four Loko (Phusion Department of Health and Human Services what price breaks on alcopops a Marin We then compared alcopops to other drink was available in the largest variety of sizes compared, alcopops were priced less per substantial problem in Marin County. Alcoholic Beverage Control has Projects) combined caffeine and alcohol into Alcopop producers have been wildly Director, excessive drinking is problematic teenager would find when he or she walks types at two levels: and quantities. Malt liquor was available for standard drink than beer. Beer actually refused to take action on alcopops, 2) While only the state can ban premixed alcoholic energy drinks (AEDs). successful in marketing alcopops to youth, among all age groups, including Marin's into a 7-Eleven store looking for a buzz (or purchase only in single-serving quantities. increased when purchased in single-serving Alcopops appeal to youth at several levels, particular products, counties and Excessive alcohol consumption is a 9 substantial problem in Marin County, and AEDs quickly became popular, and just as although consistently denying underage youth. sends in a friend), and how price may 1) The relative price per fluid ounce of Only Mike's Hard products and Smirnoff Ice sizes by $0.04, to $1.07, while alcopops including image, alcohol content, taste, and o Many active state attorneys general cities should put conditions on land alcohol is the most widely used drug among quickly resulted in a string of high-profile consumption. Because the products are most influence the decision to purchase alcopops alcopops and their popular, similarly were available in multipacks, although 2-for-1 decreased by $0.08, to $0.93. This is largely cheap pricing. The availability of cheap, have been thwarted in attempts to use to protect the health and safety the county’s youth. Although alcohol injuries and harm. The U.S. Food and Drug often classified as beer, they can be The California Department of Alcoholic in lieu of other beverage choices, such as packaged and marketed cousins, deals were offered on single-serving Mike's due to the higher ABV in supersized alcopops single-serving, supersized alcopops offered by limit marketing of Blast by Colt 45 of youth. Specifically, officials (police, producers should ultimately be held Administration (FDA), in response to alarm advertised and placed with much fewer Beverage Control (ABC) has granted 217 non-alcoholic energy drinks. non-alcoholic energy drinks, and Harder and Four Loko products. brands sold in single-serving quantities. 7-Eleven stores makes them even more (Pabst), and sheriff, land use and planning) should accountable for the harm their products about the risk of AEDs and under pressure restrictions than distilled spirits products, and active off-sale liquor licenses in Marin County, 2) The relative price per standard drink Mike's Hard and Smirnoff Ice, the 12-oz compelling to youth than comparable non- ask for restrictions of selling single cause, we believe that local retailers who sell from state attorneys general, the Center for have frequently been criticized by public In addition to targeted marketing, alcopops approximately one per every 1,160 residents. (based on fluid ounces and alcohol alcopops available in multipacks, both have alcoholic energy drinks, beer, or malt liquor. o The Federal Trade Commission has serving malt liquors and all flavored alcopops also bear responsibility for selling Science in the Public Interest, Alcohol Justice health advocates for overexposing underage are priced to appeal to the youth market. 7-Eleven convenience stores have a visible by volume) of alcopops and other Supersized alcopops were priced cheaper 7-Eleven and the Uppal and Singh families, negotiated a deal with Phusion malt beverage sales written into ABC 6 harmful products to their communities. and many others, forced producers to remove youth to their advertisements. Research has shown that low pricing on presence in Marin, with eleven franchise alcoholic malt beverages, beer and per fluid ounce than non-alcoholic energy franchisees who operate the Marin 7-Eleven Projects, Inc., to place a resealable licenses and as conditions on use the caffeine from alcopops. By that time many alcoholic beverages directly contributes to stores throughout the county. 7-Eleven stores malt liquor. drinks. stores, have contributed to the problem by cap on supersized Four Loko to permits. of those AEDs had grown in size and alcohol As part of the youth marketing strategy, increased consumption among youth, and are easily recognizable and popular spots to Of all the beverage types surveyed, non- offering substantial price breaks on Four Loko, supposedly address the dangers This report looks at the appeal of alcopops to 7 content, creating "supersized," high alcohol, alcopops are packaged and marketed that increasing price reduces consumption. grab snacks and drinks, especially alcohol. We calculated the price per fluid ounce for alcoholic energy drinks had the highest Mike's Harder products, and similar alcopops. inherent in the product—that is worse 3) The community could gain power youth, and pricing strategies at 7-Eleven 1 convenience stores that contribute to youth single-serving alcopops. similarly to non-alcoholic energy drinks. The Cheap pricing on alcopops makes them Ten of the stores are operated by the each beverage type and quantity available. average price per fluid ounce at $0.21, than no action at all. through the growing Alcopop-Free alcopops consumption in Marin County. popularity of energy drinks such as Monster compelling to youth compared to other Petaluma-based Uppal and Singh families, For alcopops and energy drinks, we analyzed followed by alcopops ($0.12), beer ($0.09), These alcopops are priced at dangerously low ZoneTM coalition effort to ask retailers Even without the added caffeine, supersized and Rock Star, which are promoted heavily available products. who operate 7-Eleven stores throughout cost per fluid ounce by specific brand. and malt liquor ($0.08). Red Bull was the levels, gambling with the health and safety of Nothing is left but community-led local action, to voluntarily cease purchasing, alcopops—16-ounce or larger single-serving through video game systems and at youth Northern California. Along with 7-Eleven, Inc., most expensive beverage, even given the our youth. We cannot determine with this through the Alcopop-Free ZoneTM Marin selling and marketing of alcopops. containers—are dangerous products. The One final point about alcopops is so obvious the Uppal/Singhs hold the liquor licenses for To compare alcoholic beverages using a promotional price being offered: two 8.4-oz The Evolution of Supersized Alcopops sporting events such as snowboarding and Selection of Beverage Types and Brands study the culpability of 7-Eleven, Inc., the U.S. coalition. The Marin County Board of Alcopops originated as sweetened malt sizing (up to 23.5-ounce cans and 32-ounce BMX, is used by the producers of alcopops as that it is barely ever mentioned: if alcopops the stores. At each of the Marin County 7-Eleven stores, standard value measure of volume and cans for $4. The average price of Monster subsidiary, but distributors and 7-Eleven Supervisors has already joined our beverages in standard 12-oz sizes, such as bottles) and alcohol content (as much as 12% an easy transition to alcopops. Young people were popular with youth 21 and over they we recorded the cost, container sizes and alcohol content, we calculated the price per and Rock Star energy drinks alone was corporate executives could have some level of efforts by unanimously passing a Zima, a Coors product introduced in 1993 that alcohol by volume, or ABV, in some products) already seeking the energy drink buzz are a would be served at bars. In fact, they are 7-Eleven, Inc., the actual owner of the stores, quantities available per price for each product standard drink for each type, brand and $0.15/fl oz, still more expensive than the responsibility as well. resolution, sponsored by Supervisors looked like water. These products are similar have been widely criticized by public health vulnerable market for energy drinks' alcoholic primarily sold at convenience and liquor is the North American subsidiary based in surveyed. We limited our product selection to quantity sold. In the U.S., a "standard" drink is average cost of alcopops. Steve Kinsey and Judy Arnold, to beer in alcohol content (usually 5%-8% advocates. One 23.5 ounce can of Four Loko, cousins, alcopops. For example, hip-hop/rap stores, such as 7-Eleven, where it is easy for Texas of Seven-Eleven Japan, a Tokyo- three distinct types of malt beverages for this any drink that contains about 0.6 fluid ounces The cut-rate pricing of 16-24 ounce alcopops supporting the establishment of the alcohol by volume, or ABV). The alcohol at 12% ABV, is equivalent to 4.7 standard youth to perform "shoulder tap" purchases based, multinational corporation that owns or study: or 14 grams of "pure" alcohol. One standard When just comparing supersized, single at 7-Eleven stores must end. This is the tip of Alcopop-Free ZoneTM Marin and industry calls them “flavored malt beverages” drinks in a single serving. That is 4.7 shots of (asking someone of legal age to purchase franchises 43,000 stores in 16 countries. drink is equivalent to one 12-ounce bottle of serving alcopops to similarly sized, single the iceberg, as we have noted other stores encouraging all alcohol retailers in or “progressive adult beverages.” In this 80-proof vodka, 4.7 bottles of beer, or 4.7 alcohol for them). 7-Eleven operates nearly 9,000 company- 1) Domestic beer (Budweiser, Coors, beer at 5% ABV, one 6-ounce glass of wine at serving energy drinks, the price break on that may be selling these products at even Marin County to voluntarily stop report we call them alcopops, the name 6-ounce glasses of wine. Consuming one owned or franchised stores in the U.S. and Pabst, and Miller Genuine Draft), 12% ABV, or one shot (1.5-oz) of 80-proof alcopops was even more stark. When looking lower prices. Ending the sale of supersized buying, stocking, selling, and Four Loko in a sitting is considered by public Canada under the 7-Eleven name. 2) "Malt liquor," typically priced cheaper spirits. at specific brands, Four Loko products were alcopops and all alcopops in general is marketing alcopops for the health of commonly used in Great Britain, Australia, 2 Canada and New Zealand, and increasingly health experts as binge drinking. For this Marin County's Drinking Problem than beer, containing higher ABV, being offered as low as $0.09-$0.10/fl oz, necessary at a local level because of the the county's youth. We encourage reason, supersized alcopops are often Idyllic Marin County, in Northern California We noticed that some 7-Eleven stores in and labeled as "malt liquor" (Steel For each alcoholic beverage, we calculated significantly cheaper than any of the energy relentless political and economic power of the other Marin government entities and used in the United States. In those countries 3 alcopops are overtly mixed with distilled referred to as "binge-in-a-can." just north of San Francisco, is known for its Marin have signs advertising prominent price Reserve and Olde English 800), and the number of fluid ounces per each quantity drinks, which ranged from $0.13 - $0.22/fl oz. alcohol industry. For example: policy makers to pass resolutions in spirits, while in the U.S. they are claimed to breaks on Four Loko and Mike's Harder 3) Alcopops, sweetened "flavored malt sold, and calculated the total number of stan- support of the Alcopop-Free ZoneTM. be primarily made with a malt brewing alcopops products. Because of 7-Eleven's dard drinks for that quantity. We then divided 5 process. These claims benefit the alcohol How Alcopops Appeal to Youth music artist Snoop Dogg is the celebrity healthy lifestyles, quality schools and relative popularity in Marin County, we decided to beverages" that do not look like or the price by the number of standard drinks. Supersized alcopops were priced the same ABV as the domestic beer brands Supersized, Single-Serving Alcopops and Energy Drinks Size Price / fl. oz Some supersized alcopops were priced industry because alcopop products are taxed Youth are the primary consumers of alcopops, spokesperson for Monster as well as Blast. affluence, and was recently ranked the #1 take a closer look at alcopops pricing at these taste like beer (Mike’s Hard, Mike’s For example, a 6-pack of 12-ounce cans of cheaper per standard drink than beer. (5%), while supersized, single-serving cheaper per standard drink than malt liquor. Alcohol Justice has been involved in several at the lower beer rate, but don't taste like, look with one-third of teenage girls age 12 to 18 Snoop Dogg's promotional videos for both healthiest county in the state. The caveat: it stores. Harder, Smirnoff Ice, Sparks, Blast, Budweiser contains 6 standard drinks. Priced Mike's Harder 16-oz $0.14 Comparing the average cost per standard alcopops contain 6-12% ABV. The lowest price per standard drink, $0.53, Alcopops, particularly supersized alcopops, o The California State Board of While regulation and taxation of alcopops are 4) Youth and public health groups local and national campaigns to remove like, nor are they called beer. and one-fifth of teenage boys having tried an products are accessible to viewers of all ages lays claim to the second highest excessive Joose, and Jeremiah Weed). Within at $6.99, the cost per standard drink was Mike's Harder (promotional price) $0.13 drink by beverage type, including all products was the promotional price for single quantity, are unquestionably dangerous products that Equalization decision to correct the the purview of the State of California, there is throughout the United States should 4 youth-oriented alcohol products, particularly alcopops product. Alcopops are used by the on social media sites such as YouTube and drinking rate in the state, with 24% having the alcopops category, we $6.99 / 6, or $1.17. A 23.5-ounce can of Four Four Loco (Poko Loko) $0.15 surveyed, alcopops and beer were Looking at the largest available size of 23.5-oz cans of Four Loko, offered at 2 for $5. encourage excessive alcohol consumption tax rate to a distilled spirits level was much that local residents and municipalities consider forming Alcopop-Free Four Loco (Poko Loko, promotional price) $0.09 alcopops, from the market. In our own In the late 1990s, alcohol producers caught alcohol industry as a Twitter. This heavy-handed marketing and engaged in either binge drinking, defined as differentiated between “supersized” Loko, at 12% ABV, is 4.7 standard drinks, and comparable in price, at $1.03 per standard alcopops, 23.5-oz, compared to 24-oz beer, Even at the regular price of $2.79 each, the among youth. Supersized alcopops are overruled by a California appeals can do. ZoneTM coalitions and demand that Average 16-ounce Alcopops $0.13 backyard, along with Marin County the wave of popular caffeine-laden, non- “transitional packaging obviously targets underage energy consuming more than 4 (women) or 5 (men) alcopops—those available in 16-oz priced at $2.50, was $0.53 per standard drink. drink for beer and $1.01 for alcopops. Malt we saw an even larger price break. At these price per standard drink is $0.58, the same as youth-attractive flavored malt beverages from court, retailers stop selling the most youth- alcoholic energy drinks such as Red Bull. beverage,” marketed drink consumers. The ads are clear—drinking alcoholic beverages on a single occasion in We conducted a limited pricing survey of servings or larger, with alcohol by Rock Star 16-oz $0.13 liquor was lowest in price per standard drink sizes, alcopops fell to $0.85 per standard community groups, public health advocates, Monster $0.15 the price per standard drink for a 40-oz bottle 16 to 24 fluid ounces, 6% to 12% ABV, and 1) Community residents, led by youth attractive drinks, alcopops. These energy drinks provide a "buzz" with Monster is cool, but drinking Blast elevates the past 30 days, or heavy drinking, defined alcopops and other beverages available at volume higher than 5%, and regular across all comparisons, at $0.58 (malt liquor drink, while the price of beer is the same as its and residents, Alcohol Justice is building a specifically to teens Red Bull $0.25 of cheap malt liquor, and 23% less per contain between 2.5 to 5 standard drinks in a o Legislation to limit supersizing was and parents, need to make their community coalition to get these insidious high caffeine and stimulating additives such and youth to get them the drinker to pimp status. as drinking more than 1 (women) or 2 (men) Marin 7-Eleven stores in March 2012 to better serving sizes (approximately 12-oz) Average 16-ounce Energy Drinks $0.18 was only available in single-serving quantities average, at $1.03. standard drink than the cheapest beer product single serving, enough to cause serious introduced in other states but never in concerns about alcopops known to as L-carnitine, taurine, and ginseng, and are hooked on alcohol drinks per day on average in the past 30 understand the special pricing appeal of that contain about 5% ABV (Mike’s Mike's Harder 23.5-oz $0.14 of 24-oz or larger). ($0.75). Blast 23.5-oz cans were priced physical and mental harm to youth. The high- California, 7-Eleven, the Uppal/Singh families products off Marin’s store shelves by asking 8 retailers to agree not to sell alcopops, and available to consumers of any age. Brands and secure days, compared to 17% statewide. alcopops relative to other beverage choices Hard products, Smirnoff Ice). All 11 of the Marin County 7-Eleven stores Four Loco $0.12 similarly to 40-oz bottles of malt liquor, at $0.59 alcohol content in the products being offered and all other storeowners who sell passing local government resolutions to such as Sparks (MillerCoors), Tilt (Anheuser- customers for life. According to Larry Meredith, Marin County's available. We wanted to find out for ourselves sell alcopops. Of all products surveyed, beer Four Loco (promotional price) $0.10 When single-serving quantities were per standard drink. encourages excessive drinking, already a o The California Department of alcopops. Blast $0.12 support an Alcopop-Free ZoneTM Marin (AFZ). Busch InBev), and Four Loko (Phusion Department of Health and Human Services what price breaks on alcopops a Marin We then compared alcopops to other drink was available in the largest variety of sizes compared, alcopops were priced less per substantial problem in Marin County. Alcoholic Beverage Control has Projects) combined caffeine and alcohol into Alcopop producers have been wildly Director, excessive drinking is problematic teenager would find when he or she walks types at two levels: and quantities. Malt liquor was available for Joose $0.11 standard drink than beer. Beer actually Jeremiah Weed $0.12 refused to take action on alcopops, 2) While only the state can ban premixed alcoholic energy drinks (AEDs). successful in marketing alcopops to youth, among all age groups, including Marin's into a 7-Eleven store looking for a buzz (or purchase only in single-serving quantities. increased when purchased in single-serving Excessive alcohol consumption is a Average 23.5-ounce Alcopops $0.12 Alcopops appeal to youth at several levels, particular products, counties and AEDs quickly became popular, and just as youth.9 sends in a friend), and how price may 1) The relative price per fluid ounce of Only Mike's Hard products and Smirnoff Ice sizes by $0.04, to $1.07, while alcopops substantial problem in Marin County, and although consistently denying underage Rock Star 24-oz $0.14 including image, alcohol content, taste, and o Many active state attorneys general cities should put conditions on land alcohol is the most widely used drug among quickly resulted in a string of high-profile consumption. Because the products are most influence the decision to purchase alcopops alcopops and their popular, similarly were available in multipacks, although 2-for-1 Monster $0.14 decreased by $0.08, to $0.93. This is largely cheap pricing. The availability of cheap, have been thwarted in attempts to use to protect the health and safety the county’s youth. Although alcohol injuries and harm. The U.S. Food and Drug often classified as beer, they can be The California Department of Alcoholic in lieu of other beverage choices, such as packaged and marketed cousins, deals were offered on single-serving Mike's Red Bull 20-oz $0.22 due to the higher ABV in supersized alcopops single-serving, supersized alcopops offered by limit marketing of Blast by Colt 45 of youth. Specifically, officials (police, producers should ultimately be held Administration (FDA), in response to alarm advertised and placed with much fewer Beverage Control (ABC) has granted 217 non-alcoholic energy drinks. non-alcoholic energy drinks, and Harder and Four Loko products. Average 20+-ounce Energy Drinks $0.17 brands sold in single-serving quantities. 7-Eleven stores makes them even more (Pabst), and sheriff, land use and planning) should accountable for the harm their products about the risk of AEDs and under pressure restrictions than distilled spirits products, and active off-sale liquor licenses in Marin County, 2) The relative price per standard drink Mike's Hard and Smirnoff Ice, the 12-oz compelling to youth than comparable non- ask for restrictions of selling single cause, we believe that local retailers who sell from state attorneys general, the Center for have frequently been criticized by public In addition to targeted marketing, alcopops approximately one per every 1,160 residents. (based on fluid ounces and alcohol alcopops available in multipacks, both have alcoholic energy drinks, beer, or malt liquor. o The Federal Trade Commission has serving malt liquors and all flavored alcopops also bear responsibility for selling Science in the Public Interest, Alcohol Justice health advocates for overexposing underage are priced to appeal to the youth market. 7-Eleven convenience stores have a visible by volume) of alcopops and other Supersized alcopops were priced cheaper 7-Eleven and the Uppal and Singh families, negotiated a deal with Phusion malt beverage sales written into ABC 6 harmful products to their communities. and many others, forced producers to remove youth to their advertisements. Research has shown that low pricing on presence in Marin, with eleven franchise alcoholic malt beverages, beer and per fluid ounce than non-alcoholic energy franchisees who operate the Marin 7-Eleven Projects, Inc., to place a resealable licenses and as conditions on use the caffeine from alcopops. By that time many alcoholic beverages directly contributes to stores throughout the county. 7-Eleven stores malt liquor. drinks. stores, have contributed to the problem by cap on supersized Four Loko to permits. of those AEDs had grown in size and alcohol As part of the youth marketing strategy, increased consumption among youth, and are easily recognizable and popular spots to Of all the beverage types surveyed, non- offering substantial price breaks on Four Loko, supposedly address the dangers This report looks at the appeal of alcopops to 7 content, creating "supersized," high alcohol, alcopops are packaged and marketed that increasing price reduces consumption. grab snacks and drinks, especially alcohol. We calculated the price per fluid ounce for alcoholic energy drinks had the highest Mike's Harder products, and similar alcopops. inherent in the product—that is worse 3) The community could gain power youth, and pricing strategies at 7-Eleven 1 convenience stores that contribute to youth single-serving alcopops. similarly to non-alcoholic energy drinks. The Cheap pricing on alcopops makes them Ten of the stores are operated by the each beverage type and quantity available. average price per fluid ounce at $0.21, than no action at all. through the growing Alcopop-Free alcopops consumption in Marin County. popularity of energy drinks such as Monster compelling to youth compared to other Petaluma-based Uppal and Singh families, For alcopops and energy drinks, we analyzed followed by alcopops ($0.12), beer ($0.09), These alcopops are priced at dangerously low ZoneTM coalition effort to ask retailers Even without the added caffeine, supersized and Rock Star, which are promoted heavily available products. who operate 7-Eleven stores throughout cost per fluid ounce by specific brand. and malt liquor ($0.08). Red Bull was the levels, gambling with the health and safety of Nothing is left but community-led local action, to voluntarily cease purchasing, alcopops—16-ounce or larger single-serving through video game systems and at youth Northern California. Along with 7-Eleven, Inc., most expensive beverage, even given the our youth. We cannot determine with this through the Alcopop-Free ZoneTM Marin selling and marketing of alcopops. containers—are dangerous products. The One final point about alcopops is so obvious the Uppal/Singhs hold the liquor licenses for To compare alcoholic beverages using a promotional price being offered: two 8.4-oz The Evolution of Supersized Alcopops sporting events such as snowboarding and Selection of Beverage Types and Brands study the culpability of 7-Eleven, Inc., the U.S. coalition. The Marin County Board of Alcopops originated as sweetened malt sizing (up to 23.5-ounce cans and 32-ounce BMX, is used by the producers of alcopops as that it is barely ever mentioned: if alcopops the stores. At each of the Marin County 7-Eleven stores, standard value measure of volume and cans for $4. The average price of Monster subsidiary, but distributors and 7-Eleven Supervisors has already joined our beverages in standard 12-oz sizes, such as bottles) and alcohol content (as much as 12% an easy transition to alcopops. Young people were popular with youth 21 and over they we recorded the cost, container sizes and alcohol content, we calculated the price per and Rock Star energy drinks alone was corporate executives could have some level of efforts by unanimously passing a Zima, a Coors product introduced in 1993 that alcohol by volume, or ABV, in some products) already seeking the energy drink buzz are a would be served at bars. In fact, they are 7-Eleven, Inc., the actual owner of the stores, quantities available per price for each product standard drink for each type, brand and $0.15/fl oz, still more expensive than the responsibility as well. resolution, sponsored by Supervisors looked like water. These products are similar have been widely criticized by public health vulnerable market for energy drinks' alcoholic primarily sold at convenience and liquor is the North American subsidiary based in surveyed. We limited our product selection to quantity sold. In the U.S., a "standard" drink is average cost of alcopops. Steve Kinsey and Judy Arnold, to beer in alcohol content (usually 5%-8% advocates. One 23.5 ounce can of Four Loko, cousins, alcopops. For example, hip-hop/rap stores, such as 7-Eleven, where it is easy for Texas of Seven-Eleven Japan, a Tokyo- three distinct types of malt beverages for this any drink that contains about 0.6 fluid ounces The cut-rate pricing of 16-24 ounce alcopops supporting the establishment of the alcohol by volume, or ABV). The alcohol at 12% ABV, is equivalent to 4.7 standard youth to perform "shoulder tap" purchases based, multinational corporation that owns or study: or 14 grams of "pure" alcohol. One standard When just comparing supersized, single at 7-Eleven stores must end. This is the tip of Alcopop-Free ZoneTM Marin and industry calls them “flavored malt beverages” drinks in a single serving. That is 4.7 shots of (asking someone of legal age to purchase franchises 43,000 stores in 16 countries. drink is equivalent to one 12-ounce bottle of serving alcopops to similarly sized, single the iceberg, as we have noted other stores encouraging all alcohol retailers in or “progressive adult beverages.” In this 80-proof vodka, 4.7 bottles of beer, or 4.7 alcohol for them). 7-Eleven operates nearly 9,000 company- 1) Domestic beer (Budweiser, Coors, beer at 5% ABV, one 6-ounce glass of wine at serving energy drinks, the price break on that may be selling these products at even Marin County to voluntarily stop report we call them alcopops, the name 6-ounce glasses of wine. Consuming one owned or franchised stores in the U.S. and Pabst, and Miller Genuine Draft), 12% ABV, or one shot (1.5-oz) of 80-proof alcopops was even more stark. When looking lower prices. Ending the sale of supersized buying, stocking, selling, and Four Loko in a sitting is considered by public Canada under the 7-Eleven name. 2) "Malt liquor," typically priced cheaper spirits. at specific brands, Four Loko products were alcopops and all alcopops in general is marketing alcopops for the health of commonly used in Great Britain, Australia, 2 Canada and New Zealand, and increasingly health experts as binge drinking. For this Marin County's Drinking Problem than beer, containing higher ABV, being offered as low as $0.09-$0.10/fl oz, necessary at a local level because of the the county's youth. We encourage reason, supersized alcopops are often Idyllic Marin County, in Northern California We noticed that some 7-Eleven stores in and labeled as "malt liquor" (Steel For each alcoholic beverage, we calculated significantly cheaper than any of the energy relentless political and economic power of the other Marin government entities and used in the United States. In those countries 3 alcopops are overtly mixed with distilled referred to as "binge-in-a-can." just north of San Francisco, is known for its Marin have signs advertising prominent price Reserve and Olde English 800), and the number of fluid ounces per each quantity drinks, which ranged from $0.13 - $0.22/fl oz. alcohol industry. For example: policy makers to pass resolutions in spirits, while in the U.S. they are claimed to breaks on Four Loko and Mike's Harder 3) Alcopops, sweetened "flavored malt sold, and calculated the total number of stan- support of the Alcopop-Free ZoneTM. be primarily made with a malt brewing alcopops products. Because of 7-Eleven's dard drinks for that quantity. We then divided 6 process. These claims benefit the alcohol How Alcopops Appeal to Youth music artist Snoop Dogg is the celebrity healthy lifestyles, quality schools and relative popularity in Marin County, we decided to beverages" that do not look like or the price by the number of standard drinks. Supersized alcopops were priced the same ABV as the domestic beer brands Some supersized alcopops were priced industry because alcopop products are taxed Youth are the primary consumers of alcopops, spokesperson for Monster as well as Blast. affluence, and was recently ranked the #1 take a closer look at alcopops pricing at these taste like beer (Mike’s Hard, Mike’s For example, a 6-pack of 12-ounce cans of cheaper per standard drink than beer. (5%), while supersized, single-serving cheaper per standard drink than malt liquor. Alcohol Justice has been involved in several at the lower beer rate, but don't taste like, look with one-third of teenage girls age 12 to 18 Snoop Dogg's promotional videos for both healthiest county in the state. The caveat: it stores. Harder, Smirnoff Ice, Sparks, Blast, Budweiser contains 6 standard drinks. Priced Comparing the average cost per standard alcopops contain 6-12% ABV. The lowest price per standard drink, $0.53, Alcopops, particularly supersized alcopops, o The California State Board of While regulation and taxation of alcopops are 4) Youth and public health groups local and national campaigns to remove like, nor are they called beer. and one-fifth of teenage boys having tried an products are accessible to viewers of all ages lays claim to the second highest excessive Joose, and Jeremiah Weed). Within at $6.99, the cost per standard drink was drink by beverage type, including all products was the promotional price for single quantity, are unquestionably dangerous products that Equalization decision to correct the the purview of the State of California, there is throughout the United States should 4 youth-oriented alcohol products, particularly alcopops product. Alcopops are used by the on social media sites such as YouTube and drinking rate in the state, with 24% having the alcopops category, we $6.99 / 6, or $1.17. A 23.5-ounce can of Four surveyed, alcopops and beer were Looking at the largest available size of 23.5-oz cans of Four Loko, offered at 2 for $5. encourage excessive alcohol consumption tax rate to a distilled spirits level was much that local residents and municipalities consider forming Alcopop-Free alcopops, from the market. In our own In the late 1990s, alcohol producers caught alcohol industry as a Twitter. This heavy-handed marketing and engaged in either binge drinking, defined as differentiated between “supersized” Loko, at 12% ABV, is 4.7 standard drinks, and comparable in price, at $1.03 per standard alcopops, 23.5-oz, compared to 24-oz beer, Even at the regular price of $2.79 each, the among youth. Supersized alcopops are overruled by a California appeals can do. ZoneTM coalitions and demand that backyard, along with Marin County the wave of popular caffeine-laden, non- “transitional packaging obviously targets underage energy consuming more than 4 (women) or 5 (men) alcopops—those available in 16-oz priced at $2.50, was $0.53 per standard drink. drink for beer and $1.01 for alcopops. Malt we saw an even larger price break. At these price per standard drink is $0.58, the same as youth-attractive flavored malt beverages from court, retailers stop selling the most youth- community groups, public health advocates, alcoholic energy drinks such as Red Bull. beverage,” marketed drink consumers. The ads are clear—drinking alcoholic beverages on a single occasion in We conducted a limited pricing survey of servings or larger, with alcohol by liquor was lowest in price per standard drink sizes, alcopops fell to $0.85 per standard the price per standard drink for a 40-oz bottle 16 to 24 fluid ounces, 6% to 12% ABV, and 1) Community residents, led by youth attractive drinks, alcopops. and residents, Alcohol Justice is building a These energy drinks provide a "buzz" with specifically to teens Monster is cool, but drinking Blast elevates the past 30 days, or heavy drinking, defined alcopops and other beverages available at volume higher than 5%, and regular across all comparisons, at $0.58 (malt liquor drink, while the price of beer is the same as its of cheap malt liquor, and 23% less per contain between 2.5 to 5 standard drinks in a o Legislation to limit supersizing was and parents, need to make their community coalition to get these insidious high caffeine and stimulating additives such and youth to get them the drinker to pimp status. as drinking more than 1 (women) or 2 (men) Marin 7-Eleven stores in March 2012 to better serving sizes (approximately 12-oz) was only available in single-serving quantities average, at $1.03. standard drink than the cheapest beer product single serving, enough to cause serious introduced in other states but never in concerns about alcopops known to as L-carnitine, taurine, and ginseng, and are hooked on alcohol drinks per day on average in the past 30 understand the special pricing appeal of that contain about 5% ABV (Mike’s of 24-oz or larger). ($0.75). Blast 23.5-oz cans were priced physical and mental harm to youth. The high- California, 7-Eleven, the Uppal/Singh families products off Marin’s store shelves by asking 8 available to consumers of any age. Brands and secure days, compared to 17% statewide. alcopops relative to other beverage choices Hard products, Smirnoff Ice). All 11 of the Marin County 7-Eleven stores similarly to 40-oz bottles of malt liquor, at $0.59 alcohol content in the products being offered and all other storeowners who sell retailers to agree not to sell alcopops, and Single-serving, 24-oz such as Sparks (MillerCoors), Tilt (Anheuser- customers for life. According to Larry Meredith, Marin County's available. We wanted to find out for ourselves sell alcopops. Of all products surveyed, beer When single-serving quantities were per standard drink. encourages excessive drinking, already a o The California Department of alcopops. passing local government resolutions to supersized alcopops TM Busch InBev), and Four Loko (Phusion Department of Health and Human Services what price breaks on alcopops a Marin We then compared alcopops to other drink was available in the largest variety of sizes compared, alcopops were priced less per substantial problem in Marin County. Alcoholic Beverage Control has support an Alcopop-Free Zone Marin (AFZ). were 17% cheaper per Projects) combined caffeine and alcohol into Alcopop producers have been wildly Director, excessive drinking is problematic teenager would find when he or she walks types at two levels: and quantities. Malt liquor was available for standard drink than beer. Beer actually refused to take action on alcopops, 2) While only the state can ban standard drink than beer. premixed alcoholic energy drinks (AEDs). successful in marketing alcopops to youth, among all age groups, including Marin's into a 7-Eleven store looking for a buzz (or purchase only in single-serving quantities. increased when purchased in single-serving Alcopops appeal to youth at several levels, particular products, counties and Excessive alcohol consumption is a 9 substantial problem in Marin County, and AEDs quickly became popular, and just as although consistently denying underage youth. sends in a friend), and how price may 1) The relative price per fluid ounce of Only Mike's Hard products and Smirnoff Ice sizes by $0.04, to $1.07, while alcopops including image, alcohol content, taste, and o Many active state attorneys general cities should put conditions on land alcohol is the most widely used drug among quickly resulted in a string of high-profile consumption. Because the products are most influence the decision to purchase alcopops alcopops and their popular, similarly were available in multipacks, although 2-for-1 decreased by $0.08, to $0.93. This is largely cheap pricing. The availability of cheap, have been thwarted in attempts to use to protect the health and safety the county’s youth. Although alcohol injuries and harm. The U.S. Food and Drug often classified as beer, they can be The California Department of Alcoholic in lieu of other beverage choices, such as packaged and marketed cousins, deals were offered on single-serving Mike's due to the higher ABV in supersized alcopops single-serving, supersized alcopops offered by limit marketing of Blast by Colt 45 of youth. Specifically, officials (police, producers should ultimately be held Administration (FDA), in response to alarm advertised and placed with much fewer Beverage Control (ABC) has granted 217 non-alcoholic energy drinks. non-alcoholic energy drinks, and Harder and Four Loko products. brands sold in single-serving quantities. 7-Eleven stores makes them even more (Pabst), and sheriff, land use and planning) should accountable for the harm their products about the risk of AEDs and under pressure restrictions than distilled spirits products, and active off-sale liquor licenses in Marin County, 2) The relative price per standard drink Mike's Hard and Smirnoff Ice, the 12-oz compelling to youth than comparable non- ask for restrictions of selling single cause, we believe that local retailers who sell from state attorneys general, the Center for have frequently been criticized by public In addition to targeted marketing, alcopops approximately one per every 1,160 residents. (based on fluid ounces and alcohol alcopops available in multipacks, both have alcoholic energy drinks, beer, or malt liquor. o The Federal Trade Commission has serving malt liquors and all flavored alcopops also bear responsibility for selling Science in the Public Interest, Alcohol Justice health advocates for overexposing underage are priced to appeal to the youth market. 7-Eleven convenience stores have a visible by volume) of alcopops and other Supersized alcopops were priced cheaper 7-Eleven and the Uppal and Singh families, negotiated a deal with Phusion malt beverage sales written into ABC 6 harmful products to their communities. and many others, forced producers to remove youth to their advertisements. Research has shown that low pricing on presence in Marin, with eleven franchise alcoholic malt beverages, beer and per fluid ounce than non-alcoholic energy franchisees who operate the Marin 7-Eleven Projects, Inc., to place a resealable licenses and as conditions on use the caffeine from alcopops. By that time many alcoholic beverages directly contributes to stores throughout the county. 7-Eleven stores malt liquor. drinks. AveraAveragege Pr iPricece p perer StandardStanda Drinkrd Drink stores, have contributed to the problem by cap on supersized Four Loko to permits. of those AEDs had grown in size and alcohol As part of the youth marketing strategy, increased consumption among youth, and are easily recognizable and popular spots to Of all the beverage types surveyed, non- offering substantial price breaks on Four Loko, supposedly address the dangers This report looks at the appeal of alcopops to 7 Alcopops and Beer content, creating "supersized," high alcohol, alcopops are packaged and marketed that increasing price reduces consumption. grab snacks and drinks, especially alcohol. We calculated the price per fluid ounce for alcoholic energy drinks had the highest Mike's Harder products, and similar alcopops. inherent in the product—that is worse 3) The community could gain power youth, and pricing strategies at 7-Eleven 1 convenience stores that contribute to youth single-serving alcopops. similarly to non-alcoholic energy drinks. The Cheap pricing on alcopops makes them Ten of the stores are operated by the each beverage type and quantity available. average price per fluid ounce at $0.21, than no action at all. through the growing Alcopop-Free Average (all $1.03 TM alcopops consumption in Marin County. popularity of energy drinks such as Monster compelling to youth compared to other Petaluma-based Uppal and Singh families, For alcopops and energy drinks, we analyzed followed by alcopops ($0.12), beer ($0.09), These alcopops are priced at dangerously low Zone coalition effort to ask retailers sizes and Even without the added caffeine, supersized and Rock Star, which are promoted heavily available products. who operate 7-Eleven stores throughout cost per fluid ounce by specific brand. and malt liquor ($0.08). Red Bull was the levels, gambling with the health and safety of Nothing is left but community-led local action, to voluntarily cease purchasing, $1.03 alcopops—16-ounce or larger single-serving through video game systems and at youth Northern California. Along with 7-Eleven, Inc., most expensive beverage, even given the quantities) Alcopops our youth. We cannot determine with this through the Alcopop-Free ZoneTM Marin selling and marketing of alcopops. containers—are dangerous products. The One final point about alcopops is so obvious the Uppal/Singhs hold the liquor licenses for To compare alcoholic beverages using a promotional price being offered: two 8.4-oz The Evolution of Supersized Alcopops sporting events such as snowboarding and Selection of Beverage Types and Brands Beer study the culpability of 7-Eleven, Inc., the U.S. coalition. The Marin County Board of Alcopops originated as sweetened malt sizing (up to 23.5-ounce cans and 32-ounce BMX, is used by the producers of alcopops as that it is barely ever mentioned: if alcopops the stores. At each of the Marin County 7-Eleven stores, standard value measure of volume and cans for $4. The average price of Monster subsidiary, but distributors and 7-Eleven Supervisors has already joined our beverages in standard 12-oz sizes, such as bottles) and alcohol content (as much as 12% an easy transition to alcopops. Young people were popular with youth 21 and over they we recorded the cost, container sizes and alcohol content, we calculated the price per and Rock Star energy drinks alone was corporate executives could have some level of efforts by unanimously passing a alcohol by volume, or ABV, in some products) already seeking the energy drink buzz are a would be served at bars. In fact, they are 7-Eleven, Inc., the actual owner of the stores, quantities available per price for each product standard drink for each type, brand and $0.15/fl oz, still more expensive than the Zima, a Coors product introduced in 1993 that 16-oz $1.05 responsibility as well. resolution, sponsored by Supervisors have been widely criticized by public health vulnerable market for energy drinks' alcoholic primarily sold at convenience and liquor is the North American subsidiary based in surveyed. We limited our product selection to quantity sold. In the U.S., a "standard" drink is average cost of alcopops. looked like water. These products are similar servings Steve Kinsey and Judy Arnold, to beer in alcohol content (usually 5%-8% advocates. One 23.5 ounce can of Four Loko, cousins, alcopops. For example, hip-hop/rap stores, such as 7-Eleven, where it is easy for Texas of Seven-Eleven Japan, a Tokyo- three distinct types of malt beverages for this any drink that contains about 0.6 fluid ounces $1.16 The cut-rate pricing of 16-24 ounce alcopops supporting the establishment of the alcohol by volume, or ABV). The alcohol at 12% ABV, is equivalent to 4.7 standard youth to perform "shoulder tap" purchases based, multinational corporation that owns or study: or 14 grams of "pure" alcohol. One standard When just comparing supersized, single at 7-Eleven stores must end. This is the tip of Alcopop-Free ZoneTM Marin and industry calls them “flavored malt beverages” drinks in a single serving. That is 4.7 shots of (asking someone of legal age to purchase franchises 43,000 stores in 16 countries. drink is equivalent to one 12-ounce bottle of serving alcopops to similarly sized, single the iceberg, as we have noted other stores encouraging all alcohol retailers in or “progressive adult beverages.” In this 80-proof vodka, 4.7 bottles of beer, or 4.7 alcohol for them). 7-Eleven operates nearly 9,000 company- 1) Domestic beer (Budweiser, Coors, beer at 5% ABV, one 6-ounce glass of wine at serving energy drinks, the price break on that may be selling these products at even Marin County to voluntarily stop 6-ounce glasses of wine. Consuming one owned or franchised stores in the U.S. and Pabst, and Miller Genuine Draft), 12% ABV, or one shot (1.5-oz) of 80-proof alcopops was even more stark. When looking report we call them alcopops, the name 24-oz $0.85 lower prices. Ending the sale of supersized buying, stocking, selling, and Four Loko in a sitting is considered by public Canada under the 7-Eleven name. 2) "Malt liquor," typically priced cheaper spirits. at specific brands, Four Loko products were 24-oz or alcopops and all alcopops in general is marketing alcopops for the health of commonly used in Great Britain, Australia, 2 or larger Canada and New Zealand, and increasingly health experts as binge drinking. For this Marin County's Drinking Problem than beer, containing higher ABV, being offered as low as $0.09-$0.10/fl oz, larger $1.03 necessary at a local level because of the the county's youth. We encourage reason, supersized alcopops are often Idyllic Marin County, in Northern California We noticed that some 7-Eleven stores in and labeled as "malt liquor" (Steel For each alcoholic beverage, we calculated significantly cheaper than any of the energy relentless political and economic power of the other Marin government entities and used in the United States. In those countries 3 alcopops are overtly mixed with distilled referred to as "binge-in-a-can." just north of San Francisco, is known for its Marin have signs advertising prominent price Reserve and Olde English 800), and the number of fluid ounces per each quantity drinks, which ranged from $0.13 - $0.22/fl oz. alcohol industry. For example: policy makers to pass resolutions in spirits, while in the U.S. they are claimed to breaks on Four Loko and Mike's Harder 3) Alcopops, sweetened "flavored malt sold, and calculated the total number of stan- support of the Alcopop-Free ZoneTM. be primarily made with a malt brewing alcopops products. Because of 7-Eleven's dard drinks for that quantity. We then divided 7 process. These claims benefit the alcohol How Alcopops Appeal to Youth music artist Snoop Dogg is the celebrity healthy lifestyles, quality schools and relative popularity in Marin County, we decided to beverages" that do not look like or the price by the number of standard drinks. Supersized alcopops were priced the same ABV as the domestic beer brands Some supersized alcopops were priced industry because alcopop products are taxed Youth are the primary consumers of alcopops, spokesperson for Monster as well as Blast. affluence, and was recently ranked the #1 take a closer look at alcopops pricing at these taste like beer (Mike’s Hard, Mike’s For example, a 6-pack of 12-ounce cans of cheaper per standard drink than beer. (5%), while supersized, single-serving cheaper per standard drink than malt liquor. Alcohol Justice has been involved in several at the lower beer rate, but don't taste like, look with one-third of teenage girls age 12 to 18 Snoop Dogg's promotional videos for both healthiest county in the state. The caveat: it stores. Harder, Smirnoff Ice, Sparks, Blast, Budweiser contains 6 standard drinks. Priced Comparing the average cost per standard alcopops contain 6-12% ABV. The lowest price per standard drink, $0.53, Alcopops, particularly supersized alcopops, o The California State Board of While regulation and taxation of alcopops are 4) Youth and public health groups local and national campaigns to remove like, nor are they called beer. and one-fifth of teenage boys having tried an products are accessible to viewers of all ages lays claim to the second highest excessive Joose, and Jeremiah Weed). Within at $6.99, the cost per standard drink was drink by beverage type, including all products was the promotional price for single quantity, are unquestionably dangerous products that Equalization decision to correct the the purview of the State of California, there is throughout the United States should 4 youth-oriented alcohol products, particularly alcopops product. Alcopops are used by the on social media sites such as YouTube and drinking rate in the state, with 24% having the alcopops category, we $6.99 / 6, or $1.17. A 23.5-ounce can of Four surveyed, alcopops and beer were Looking at the largest available size of 23.5-oz cans of Four Loko, offered at 2 for $5. encourage excessive alcohol consumption tax rate to a distilled spirits level was much that local residents and municipalities consider forming Alcopop-Free alcopops, from the market. In our own In the late 1990s, alcohol producers caught alcohol industry as a Twitter. This heavy-handed marketing and engaged in either binge drinking, defined as differentiated between “supersized” Loko, at 12% ABV, is 4.7 standard drinks, and comparable in price, at $1.03 per standard alcopops, 23.5-oz, compared to 24-oz beer, Even at the regular price of $2.79 each, the among youth. Supersized alcopops are overruled by a California appeals can do. ZoneTM coalitions and demand that backyard, along with Marin County the wave of popular caffeine-laden, non- “transitional packaging obviously targets underage energy consuming more than 4 (women) or 5 (men) alcopops—those available in 16-oz priced at $2.50, was $0.53 per standard drink. drink for beer and $1.01 for alcopops. Malt we saw an even larger price break. At these price per standard drink is $0.58, the same as youth-attractive flavored malt beverages from court, retailers stop selling the most youth- community groups, public health advocates, alcoholic energy drinks such as Red Bull. beverage,” marketed drink consumers. The ads are clear—drinking alcoholic beverages on a single occasion in We conducted a limited pricing survey of servings or larger, with alcohol by liquor was lowest in price per standard drink sizes, alcopops fell to $0.85 per standard the price per standard drink for a 40-oz bottle 16 to 24 fluid ounces, 6% to 12% ABV, and 1) Community residents, led by youth attractive drinks, alcopops. and residents, Alcohol Justice is building a These energy drinks provide a "buzz" with specifically to teens Monster is cool, but drinking Blast elevates the past 30 days, or heavy drinking, defined alcopops and other beverages available at volume higher than 5%, and regular across all comparisons, at $0.58 (malt liquor drink, while the price of beer is the same as its of cheap malt liquor, and 23% less per contain between 2.5 to 5 standard drinks in a o Legislation to limit supersizing was and parents, need to make their community coalition to get these insidious high caffeine and stimulating additives such and youth to get them the drinker to pimp status. as drinking more than 1 (women) or 2 (men) Marin 7-Eleven stores in March 2012 to better serving sizes (approximately 12-oz) was only available in single-serving quantities average, at $1.03. standard drink than the cheapest beer product single serving, enough to cause serious introduced in other states but never in concerns about alcopops known to as L-carnitine, taurine, and ginseng, and are hooked on alcohol drinks per day on average in the past 30 understand the special pricing appeal of that contain about 5% ABV (Mike’s of 24-oz or larger). ($0.75). Blast 23.5-oz cans were priced physical and mental harm to youth. The high- California, 7-Eleven, the Uppal/Singh families products off Marin’s store shelves by asking 8 retailers to agree not to sell alcopops, and available to consumers of any age. Brands and secure days, compared to 17% statewide. alcopops relative to other beverage choices Hard products, Smirnoff Ice). All 11 of the Marin County 7-Eleven stores similarly to 40-oz bottles of malt liquor, at $0.59 alcohol content in the products being offered and all other storeowners who sell passing local government resolutions to such as Sparks (MillerCoors), Tilt (Anheuser- customers for life. According to Larry Meredith, Marin County's available. We wanted to find out for ourselves sell alcopops. Of all products surveyed, beer When single-serving quantities were per standard drink. encourages excessive drinking, already a o The California Department of alcopops. support an Alcopop-Free ZoneTM Marin (AFZ). Busch InBev), and Four Loko (Phusion Department of Health and Human Services what price breaks on alcopops a Marin We then compared alcopops to other drink was available in the largest variety of sizes compared, alcopops were priced less per substantial problem in Marin County. Alcoholic Beverage Control has Projects) combined caffeine and alcohol into Alcopop producers have been wildly Director, excessive drinking is problematic teenager would find when he or she walks types at two levels: and quantities. Malt liquor was available for standard drink than beer. Beer actually refused to take action on alcopops, 2) While only the state can ban Excessive alcohol consumption is a premixed alcoholic energy drinks (AEDs). successful in marketing alcopops to youth, among all age groups, including Marin's into a 7-Eleven store looking for a buzz (or purchase only in single-serving quantities. increased when purchased in single-serving Alcopops appeal to youth at several levels, particular products, counties and 9 Single-serving choices—What's most appealing to youth? substantial problem in Marin County, and AEDs quickly became popular, and just as although consistently denying underage youth. sends in a friend), and how price may 1) The relative price per fluid ounce of Only Mike's Hard products and Smirnoff Ice sizes by $0.04, to $1.07, while alcopops including image, alcohol content, taste, and o Many active state attorneys general cities should put conditions on land quickly resulted in a string of high-profile consumption. Because the products are most influence the decision to purchase alcopops alcopops and their popular, similarly were available in multipacks, although 2-for-1 decreased by $0.08, to $0.93. This is largely alcohol is the most widely used drug among MGD cheap pricing. The availability of cheap, have been thwarted in attempts to use to protect the health and safety injuries and harm. The U.S. Food and Drug The California Department of Alcoholic in lieu of other beverage choices, such as packaged and marketed cousins, deals were offered on single-serving Mike's due to the higher ABV in supersized alcopops Four Loko Mike’s Harder Smirnoff Ice Steele Reserve the county’s youth. Although alcohol often classified as beer, they can be 23.5-oz can 16-oz can 32-oz bottle 24-oz can 40-oz bottle single-serving, supersized alcopops offered by limit marketing of Blast by Colt 45 of youth. Specifically, officials (police, producers should ultimately be held Administration (FDA), in response to alarm advertised and placed with much fewer Beverage Control (ABC) has granted 217 non-alcoholic energy drinks. non-alcoholic energy drinks, and Harder and Four Loko products. brands sold in single-serving quantities. 7-Eleven stores makes them even more (Pabst), and sheriff, land use and planning) should accountable for the harm their products about the risk of AEDs and under pressure restrictions than distilled spirits products, and active off-sale liquor licenses in Marin County, 2) The relative price per standard drink Mike's Hard and Smirnoff Ice, the 12-oz compelling to youth than comparable non- ask for restrictions of selling single cause, we believe that local retailers who sell from state attorneys general, the Center for have frequently been criticized by public In addition to targeted marketing, alcopops approximately one per every 1,160 residents. (based on fluid ounces and alcohol alcopops available in multipacks, both have alcoholic energy drinks, beer, or malt liquor. o The Federal Trade Commission has serving malt liquors and all flavored alcopops also bear responsibility for selling Science in the Public Interest, Alcohol Justice health advocates for overexposing underage are priced to appeal to the youth market. 7-Eleven convenience stores have a visible by volume) of alcopops and other Supersized alcopops were priced cheaper 7-Eleven and the Uppal and Singh families, negotiated a deal with Phusion malt beverage sales written into ABC 6 harmful products to their communities. and many others, forced producers to remove youth to their advertisements. Research has shown that low pricing on presence in Marin, with eleven franchise alcoholic malt beverages, beer and per fluid ounce than non-alcoholic energy franchisees who operate the Marin 7-Eleven Projects, Inc., to place a resealable licenses and as conditions on use the caffeine from alcopops. By that time many alcoholic beverages directly contributes to stores throughout the county. 7-Eleven stores malt liquor. drinks. stores, have contributed to the problem by cap on supersized Four Loko to permits. of those AEDs had grown in size and alcohol As part of the youth marketing strategy, increased consumption among youth, and are easily recognizable and popular spots to Of all the beverage types surveyed, non- offering substantial price breaks on Four Loko, supposedly address the dangers This report looks at the appeal of alcopops to 7 content, creating "supersized," high alcohol, alcopops are packaged and marketed that increasing price reduces consumption. grab snacks and drinks, especially alcohol. We calculated the price per fluid ounce for alcoholic energy drinks had the highest Mike's Harder products, and similar alcopops. inherent in the product—that is worse 3) The community could gain power youth, and pricing strategies at 7-Eleven 1 convenience stores that contribute to youth single-serving alcopops. similarly to non-alcoholic energy drinks. The Cheap pricing on alcopops makes them Ten of the stores are operated by the each beverage type and quantity available. average price per fluid ounce at $0.21, than no action at all. through the growing Alcopop-Free alcopops consumption in Marin County. popularity of energy drinks such as Monster compelling to youth compared to other Petaluma-based Uppal and Singh families, For alcopops and energy drinks, we analyzed followed by alcopops ($0.12), beer ($0.09), These alcopops are priced at dangerously low ZoneTM coalition effort to ask retailers Even without the added caffeine, supersized and Rock Star, which are promoted heavily available products. who operate 7-Eleven stores throughout cost per fluid ounce by specific brand. and malt liquor ($0.08). Red Bull was the levels, gambling with the health and safety of Nothing is left but community-led local action, to voluntarily cease purchasing, alcopops—16-ounce or larger single-serving through video game systems and at youth Northern California. Along with 7-Eleven, Inc., most expensive beverage, even given the our youth. We cannot determine with this through the Alcopop-Free ZoneTM Marin selling and marketing of alcopops. containers—are dangerous products. The One final point about alcopops is so obvious the Uppal/Singhs hold the liquor licenses for To compare alcoholic beverages using a promotional price being offered: two 8.4-oz The Evolution of Supersized Alcopops sporting events such as snowboarding and Selection of Beverage Types and Brands 12% alcohol 8% alcohol 5% alcohol 8.1% alcohol 5% alcohol study the culpability of 7-Eleven, Inc., the U.S. coalition. The Marin County Board of sizing (up to 23.5-ounce cans and 32-ounce BMX, is used by the producers of alcopops as that it is barely ever mentioned: if alcopops the stores. At each of the Marin County 7-Eleven stores, standard value measure of volume and cans for $4. The average price of Monster Alcopops originated as sweetened malt = = = = = subsidiary, but distributors and 7-Eleven Supervisors has already joined our bottles) and alcohol content (as much as 12% an easy transition to alcopops. Young people were popular with youth 21 and over they we recorded the cost, container sizes and alcohol content, we calculated the price per and Rock Star energy drinks alone was 4.7 2.1 2.7 3.2 3.3 beverages in standard 12-oz sizes, such as standard drinks at standard drinks at standard drinks at standard drinks at standard drinks at corporate executives could have some level of efforts by unanimously passing a alcohol by volume, or ABV, in some products) already seeking the energy drink buzz are a would be served at bars. In fact, they are 7-Eleven, Inc., the actual owner of the stores, quantities available per price for each product standard drink for each type, brand and $0.15/fl oz, still more expensive than the Zima, a Coors product introduced in 1993 that $ $ $ $ $ responsibility as well. resolution, sponsored by Supervisors .53ea .95ea 1.29ea .56ea .75ea looked like water. These products are similar have been widely criticized by public health vulnerable market for energy drinks' alcoholic primarily sold at convenience and liquor is the North American subsidiary based in surveyed. We limited our product selection to quantity sold. In the U.S., a "standard" drink is average cost of alcopops. Steve Kinsey and Judy Arnold, to beer in alcohol content (usually 5%-8% advocates. One 23.5 ounce can of Four Loko, cousins, alcopops. For example, hip-hop/rap stores, such as 7-Eleven, where it is easy for Texas of Seven-Eleven Japan, a Tokyo- three distinct types of malt beverages for this any drink that contains about 0.6 fluid ounces The cut-rate pricing of 16-24 ounce alcopops supporting the establishment of the alcohol by volume, or ABV). The alcohol at 12% ABV, is equivalent to 4.7 standard youth to perform "shoulder tap" purchases based, multinational corporation that owns or study: or 14 grams of "pure" alcohol. One standard When just comparing supersized, single at 7-Eleven stores must end. This is the tip of Alcopop-Free ZoneTM Marin and industry calls them “flavored malt beverages” drinks in a single serving. That is 4.7 shots of (asking someone of legal age to purchase franchises 43,000 stores in 16 countries. drink is equivalent to one 12-ounce bottle of serving alcopops to similarly sized, single the iceberg, as we have noted other stores encouraging all alcohol retailers in or “progressive adult beverages.” In this 80-proof vodka, 4.7 bottles of beer, or 4.7 alcohol for them). 7-Eleven operates nearly 9,000 company- 1) Domestic beer (Budweiser, Coors, beer at 5% ABV, one 6-ounce glass of wine at serving energy drinks, the price break on that may be selling these products at even Marin County to voluntarily stop report we call them alcopops, the name 6-ounce glasses of wine. Consuming one owned or franchised stores in the U.S. and Pabst, and Miller Genuine Draft), 12% ABV, or one shot (1.5-oz) of 80-proof alcopops was even more stark. When looking lower prices. Ending the sale of supersized buying, stocking, selling, and Four Loko in a sitting is considered by public Canada under the 7-Eleven name. 2) "Malt liquor," typically priced cheaper spirits. at specific brands, Four Loko products were alcopops and all alcopops in general is marketing alcopops for the health of commonly used in Great Britain, Australia, 2 Canada and New Zealand, and increasingly health experts as binge drinking. For this Marin County's Drinking Problem than beer, containing higher ABV, being offered as low as $0.09-$0.10/fl oz, necessary at a local level because of the the county's youth. We encourage reason, supersized alcopops are often Idyllic Marin County, in Northern California We noticed that some 7-Eleven stores in and labeled as "malt liquor" (Steel For each alcoholic beverage, we calculated significantly cheaper than any of the energy relentless political and economic power of the other Marin government entities and used in the United States. In those countries 3 alcopops are overtly mixed with distilled referred to as "binge-in-a-can." just north of San Francisco, is known for its Marin have signs advertising prominent price Reserve and Olde English 800), and the number of fluid ounces per each quantity drinks, which ranged from $0.13 - $0.22/fl oz. alcohol industry. For example: policy makers to pass resolutions in spirits, while in the U.S. they are claimed to breaks on Four Loko and Mike's Harder 3) Alcopops, sweetened "flavored malt sold, and calculated the total number of stan- support of the Alcopop-Free ZoneTM. be primarily made with a malt brewing alcopops products. Because of 7-Eleven's dard drinks for that quantity. We then divided 8 process. These claims benefit the alcohol How Alcopops Appeal to Youth music artist Snoop Dogg is the celebrity healthy lifestyles, quality schools and relative popularity in Marin County, we decided to beverages" that do not look like or the price by the number of standard drinks. Supersized alcopops were priced the same ABV as the domestic beer brands Some supersized alcopops were priced Conclusions industry because alcopop products are taxed Youth are the primary consumers of alcopops, spokesperson for Monster as well as Blast. affluence, and was recently ranked the #1 take a closer look at alcopops pricing at these taste like beer (Mike’s Hard, Mike’s For example, a 6-pack of 12-ounce cans of cheaper per standard drink than beer. (5%), while supersized, single-serving cheaper per standard drink than malt liquor. Alcohol Justice has been involved in several at the lower beer rate, but don't taste like, look with one-third of teenage girls age 12 to 18 Snoop Dogg's promotional videos for both healthiest county in the state. The caveat: it stores. Harder, Smirnoff Ice, Sparks, Blast, Budweiser contains 6 standard drinks. Priced Comparing the average cost per standard alcopops contain 6-12% ABV. The lowest price per standard drink, $0.53, Alcopops, particularly supersized alcopops, o The California State Board of While regulation and taxation of alcopops are 4) Youth and public health groups local and national campaigns to remove like, nor are they called beer. and one-fifth of teenage boys having tried an products are accessible to viewers of all ages lays claim to the second highest excessive Joose, and Jeremiah Weed). Within at $6.99, the cost per standard drink was drink by beverage type, including all products was the promotional price for single quantity, are unquestionably dangerous products that Equalization decision to correct the the purview of the State of California, there is throughout the United States should 4 youth-oriented alcohol products, particularly alcopops product. Alcopops are used by the on social media sites such as YouTube and drinking rate in the state, with 24% having the alcopops category, we $6.99 / 6, or $1.17. A 23.5-ounce can of Four surveyed, alcopops and beer were Looking at the largest available size of 23.5-oz cans of Four Loko, offered at 2 for $5. encourage excessive alcohol consumption tax rate to a distilled spirits level was much that local residents and municipalities consider forming Alcopop-Free alcopops, from the market. In our own In the late 1990s, alcohol producers caught alcohol industry as a Twitter. This heavy-handed marketing and engaged in either binge drinking, defined as differentiated between “supersized” Loko, at 12% ABV, is 4.7 standard drinks, and comparable in price, at $1.03 per standard alcopops, 23.5-oz, compared to 24-oz beer, Even at the regular price of $2.79 each, the among youth. Supersized alcopops are overruled by a California appeals can do. ZoneTM coalitions and demand that backyard, along with Marin County the wave of popular caffeine-laden, non- “transitional packaging obviously targets underage energy consuming more than 4 (women) or 5 (men) alcopops—those available in 16-oz priced at $2.50, was $0.53 per standard drink. drink for beer and $1.01 for alcopops. Malt we saw an even larger price break. At these price per standard drink is $0.58, the same as youth-attractive flavored malt beverages from court, retailers stop selling the most youth- community groups, public health advocates, alcoholic energy drinks such as Red Bull. beverage,” marketed drink consumers. The ads are clear—drinking alcoholic beverages on a single occasion in We conducted a limited pricing survey of servings or larger, with alcohol by liquor was lowest in price per standard drink sizes, alcopops fell to $0.85 per standard the price per standard drink for a 40-oz bottle 16 to 24 fluid ounces, 6% to 12% ABV, and 1) Community residents, led by youth attractive drinks, alcopops. and residents, Alcohol Justice is building a These energy drinks provide a "buzz" with specifically to teens Monster is cool, but drinking Blast elevates the past 30 days, or heavy drinking, defined alcopops and other beverages available at volume higher than 5%, and regular across all comparisons, at $0.58 (malt liquor drink, while the price of beer is the same as its of cheap malt liquor, and 23% less per contain between 2.5 to 5 standard drinks in a o Legislation to limit supersizing was and parents, need to make their community coalition to get these insidious high caffeine and stimulating additives such and youth to get them the drinker to pimp status. as drinking more than 1 (women) or 2 (men) Marin 7-Eleven stores in March 2012 to better serving sizes (approximately 12-oz) was only available in single-serving quantities average, at $1.03. standard drink than the cheapest beer product single serving, enough to cause serious introduced in other states but never in concerns about alcopops known to as L-carnitine, taurine, and ginseng, and are hooked on alcohol drinks per day on average in the past 30 understand the special pricing appeal of that contain about 5% ABV (Mike’s of 24-oz or larger). ($0.75). Blast 23.5-oz cans were priced physical and mental harm to youth. The high- California, 7-Eleven, the Uppal/Singh families products off Marin’s store shelves by asking 8 retailers to agree not to sell alcopops, and available to consumers of any age. Brands and secure days, compared to 17% statewide. alcopops relative to other beverage choices Hard products, Smirnoff Ice). All 11 of the Marin County 7-Eleven stores similarly to 40-oz bottles of malt liquor, at $0.59 alcohol content in the products being offered and all other storeowners who sell passing local government resolutions to such as Sparks (MillerCoors), Tilt (Anheuser- customers for life. According to Larry Meredith, Marin County's available. We wanted to find out for ourselves sell alcopops. Of all products surveyed, beer When single-serving quantities were per standard drink. encourages excessive drinking, already a o The California Department of alcopops. support an Alcopop-Free ZoneTM Marin (AFZ). Busch InBev), and Four Loko (Phusion Department of Health and Human Services what price breaks on alcopops a Marin We then compared alcopops to other drink was available in the largest variety of sizes compared, alcopops were priced less per substantial problem in Marin County. Alcoholic Beverage Control has Projects) combined caffeine and alcohol into Alcopop producers have been wildly Director, excessive drinking is problematic teenager would find when he or she walks types at two levels: and quantities. Malt liquor was available for standard drink than beer. Beer actually refused to take action on alcopops, 2) While only the state can ban premixed alcoholic energy drinks (AEDs). successful in marketing alcopops to youth, among all age groups, including Marin's into a 7-Eleven store looking for a buzz (or purchase only in single-serving quantities. increased when purchased in single-serving Alcopops appeal to youth at several levels, particular products, counties and Excessive alcohol consumption is a 9 substantial problem in Marin County, and AEDs quickly became popular, and just as although consistently denying underage youth. sends in a friend), and how price may 1) The relative price per fluid ounce of Only Mike's Hard products and Smirnoff Ice sizes by $0.04, to $1.07, while alcopops including image, alcohol content, taste, and o Many active state attorneys general cities should put conditions on land alcohol is the most widely used drug among quickly resulted in a string of high-profile consumption. Because the products are most influence the decision to purchase alcopops alcopops and their popular, similarly were available in multipacks, although 2-for-1 decreased by $0.08, to $0.93. This is largely cheap pricing. The availability of cheap, have been thwarted in attempts to use to protect the health and safety the county’s youth. Although alcohol injuries and harm. The U.S. Food and Drug often classified as beer, they can be The California Department of Alcoholic in lieu of other beverage choices, such as packaged and marketed cousins, deals were offered on single-serving Mike's due to the higher ABV in supersized alcopops single-serving, supersized alcopops offered by limit marketing of Blast by Colt 45 of youth. Specifically, officials (police, producers should ultimately be held Administration (FDA), in response to alarm advertised and placed with much fewer Beverage Control (ABC) has granted 217 non-alcoholic energy drinks. non-alcoholic energy drinks, and Harder and Four Loko products. brands sold in single-serving quantities. 7-Eleven stores makes them even more (Pabst), and sheriff, land use and planning) should accountable for the harm their products about the risk of AEDs and under pressure restrictions than distilled spirits products, and active off-sale liquor licenses in Marin County, 2) The relative price per standard drink Mike's Hard and Smirnoff Ice, the 12-oz compelling to youth than comparable non- ask for restrictions of selling single cause, we believe that local retailers who sell from state attorneys general, the Center for have frequently been criticized by public In addition to targeted marketing, alcopops approximately one per every 1,160 residents. (based on fluid ounces and alcohol alcopops available in multipacks, both have alcoholic energy drinks, beer, or malt liquor. o The Federal Trade Commission has serving malt liquors and all flavored alcopops also bear responsibility for selling Science in the Public Interest, Alcohol Justice health advocates for overexposing underage are priced to appeal to the youth market. 7-Eleven convenience stores have a visible by volume) of alcopops and other Supersized alcopops were priced cheaper 7-Eleven and the Uppal and Singh families, negotiated a deal with Phusion malt beverage sales written into ABC 6 harmful products to their communities. and many others, forced producers to remove youth to their advertisements. Research has shown that low pricing on presence in Marin, with eleven franchise alcoholic malt beverages, beer and per fluid ounce than non-alcoholic energy franchisees who operate the Marin 7-Eleven Projects, Inc., to place a resealable licenses and as conditions on use the caffeine from alcopops. By that time many alcoholic beverages directly contributes to stores throughout the county. 7-Eleven stores malt liquor. drinks. stores, have contributed to the problem by cap on supersized Four Loko to permits. of those AEDs had grown in size and alcohol As part of the youth marketing strategy, increased consumption among youth, and are easily recognizable and popular spots to Of all the beverage types surveyed, non- offering substantial price breaks on Four Loko, supposedly address the dangers This report looks at the appeal of alcopops to 7 content, creating "supersized," high alcohol, alcopops are packaged and marketed that increasing price reduces consumption. grab snacks and drinks, especially alcohol. We calculated the price per fluid ounce for alcoholic energy drinks had the highest Mike's Harder products, and similar alcopops. inherent in the product—that is worse 3) The community could gain power youth, and pricing strategies at 7-Eleven 1 convenience stores that contribute to youth single-serving alcopops. similarly to non-alcoholic energy drinks. The Cheap pricing on alcopops makes them Ten of the stores are operated by the each beverage type and quantity available. average price per fluid ounce at $0.21, than no action at all. through the growing Alcopop-Free alcopops consumption in Marin County. popularity of energy drinks such as Monster compelling to youth compared to other Petaluma-based Uppal and Singh families, For alcopops and energy drinks, we analyzed followed by alcopops ($0.12), beer ($0.09), These alcopops are priced at dangerously low ZoneTM coalition effort to ask retailers Even without the added caffeine, supersized and Rock Star, which are promoted heavily available products. who operate 7-Eleven stores throughout cost per fluid ounce by specific brand. and malt liquor ($0.08). Red Bull was the levels, gambling with the health and safety of Nothing is left but community-led local action, to voluntarily cease purchasing, alcopops—16-ounce or larger single-serving through video game systems and at youth Northern California. Along with 7-Eleven, Inc., most expensive beverage, even given the our youth. We cannot determine with this through the Alcopop-Free ZoneTM Marin selling and marketing of alcopops. containers—are dangerous products. The One final point about alcopops is so obvious the Uppal/Singhs hold the liquor licenses for To compare alcoholic beverages using a promotional price being offered: two 8.4-oz The Evolution of Supersized Alcopops sporting events such as snowboarding and Selection of Beverage Types and Brands study the culpability of 7-Eleven, Inc., the U.S. coalition. The Marin County Board of Alcopops originated as sweetened malt sizing (up to 23.5-ounce cans and 32-ounce BMX, is used by the producers of alcopops as that it is barely ever mentioned: if alcopops the stores. At each of the Marin County 7-Eleven stores, standard value measure of volume and cans for $4. The average price of Monster subsidiary, but distributors and 7-Eleven Supervisors has already joined our beverages in standard 12-oz sizes, such as bottles) and alcohol content (as much as 12% an easy transition to alcopops. Young people were popular with youth 21 and over they we recorded the cost, container sizes and alcohol content, we calculated the price per and Rock Star energy drinks alone was corporate executives could have some level of efforts by unanimously passing a Zima, a Coors product introduced in 1993 that alcohol by volume, or ABV, in some products) already seeking the energy drink buzz are a would be served at bars. In fact, they are 7-Eleven, Inc., the actual owner of the stores, quantities available per price for each product standard drink for each type, brand and $0.15/fl oz, still more expensive than the responsibility as well. resolution, sponsored by Supervisors looked like water. These products are similar have been widely criticized by public health vulnerable market for energy drinks' alcoholic primarily sold at convenience and liquor is the North American subsidiary based in surveyed. We limited our product selection to quantity sold. In the U.S., a "standard" drink is average cost of alcopops. Steve Kinsey and Judy Arnold, to beer in alcohol content (usually 5%-8% advocates. One 23.5 ounce can of Four Loko, cousins, alcopops. For example, hip-hop/rap stores, such as 7-Eleven, where it is easy for Texas of Seven-Eleven Japan, a Tokyo- three distinct types of malt beverages for this any drink that contains about 0.6 fluid ounces The cut-rate pricing of 16-24 ounce alcopops supporting the establishment of the alcohol by volume, or ABV). The alcohol at 12% ABV, is equivalent to 4.7 standard youth to perform "shoulder tap" purchases based, multinational corporation that owns or study: or 14 grams of "pure" alcohol. One standard When just comparing supersized, single at 7-Eleven stores must end. This is the tip of Alcopop-Free ZoneTM Marin and industry calls them “flavored malt beverages” drinks in a single serving. That is 4.7 shots of (asking someone of legal age to purchase franchises 43,000 stores in 16 countries. drink is equivalent to one 12-ounce bottle of serving alcopops to similarly sized, single the iceberg, as we have noted other stores encouraging all alcohol retailers in or “progressive adult beverages.” In this 80-proof vodka, 4.7 bottles of beer, or 4.7 alcohol for them). 7-Eleven operates nearly 9,000 company- 1) Domestic beer (Budweiser, Coors, beer at 5% ABV, one 6-ounce glass of wine at serving energy drinks, the price break on that may be selling these products at even Marin County to voluntarily stop report we call them alcopops, the name 6-ounce glasses of wine. Consuming one owned or franchised stores in the U.S. and Pabst, and Miller Genuine Draft), 12% ABV, or one shot (1.5-oz) of 80-proof alcopops was even more stark. When looking lower prices. Ending the sale of supersized buying, stocking, selling, and Four Loko in a sitting is considered by public Canada under the 7-Eleven name. 2) "Malt liquor," typically priced cheaper spirits. at specific brands, Four Loko products were alcopops and all alcopops in general is marketing alcopops for the health of commonly used in Great Britain, Australia, 2 Canada and New Zealand, and increasingly health experts as binge drinking. For this Marin County's Drinking Problem than beer, containing higher ABV, being offered as low as $0.09-$0.10/fl oz, necessary at a local level because of the the county's youth. We encourage reason, supersized alcopops are often Idyllic Marin County, in Northern California We noticed that some 7-Eleven stores in and labeled as "malt liquor" (Steel For each alcoholic beverage, we calculated significantly cheaper than any of the energy relentless political and economic power of the other Marin government entities and used in the United States. In those countries 3 alcopops are overtly mixed with distilled referred to as "binge-in-a-can." just north of San Francisco, is known for its Marin have signs advertising prominent price Reserve and Olde English 800), and the number of fluid ounces per each quantity drinks, which ranged from $0.13 - $0.22/fl oz. alcohol industry. For example: policy makers to pass resolutions in spirits, while in the U.S. they are claimed to breaks on Four Loko and Mike's Harder 3) Alcopops, sweetened "flavored malt sold, and calculated the total number of stan- support of the Alcopop-Free ZoneTM. be primarily made with a malt brewing alcopops products. Because of 7-Eleven's dard drinks for that quantity. We then divided 9 process. These claims benefit the alcohol music artist Snoop Dogg is the celebrity healthy lifestyles, quality schools and relative popularity in Marin County, we decided to beverages" that do not look like or the price by the number of standard drinks. Supersized alcopops were priced the same ABV as the domestic beer brands How Alcopops Appeal to Youth Some supersized alcopops were priced Recommendations industry because alcopop products are taxed Youth are the primary consumers of alcopops, spokesperson for Monster as well as Blast. affluence, and was recently ranked the #1 take a closer look at alcopops pricing at these taste like beer (Mike’s Hard, Mike’s For example, a 6-pack of 12-ounce cans of cheaper per standard drink than beer. (5%), while supersized, single-serving cheaper per standard drink than malt liquor. Alcohol Justice has been involved in several at the lower beer rate, but don't taste like, look with one-third of teenage girls age 12 to 18 Snoop Dogg's promotional videos for both healthiest county in the state. The caveat: it stores. Harder, Smirnoff Ice, Sparks, Blast, Budweiser contains 6 standard drinks. Priced Comparing the average cost per standard alcopops contain 6-12% ABV. The lowest price per standard drink, $0.53, Alcopops, particularly supersized alcopops, o The California State Board of While regulation and taxation of alcopops are 4) Youth and public health groups local and national campaigns to remove like, nor are they called beer. and one-fifth of teenage boys having tried an products are accessible to viewers of all ages lays claim to the second highest excessive Joose, and Jeremiah Weed). Within at $6.99, the cost per standard drink was drink by beverage type, including all products was the promotional price for single quantity, are unquestionably dangerous products that Equalization decision to correct the the purview of the State of California, there is throughout the United States should 4 youth-oriented alcohol products, particularly alcopops product. Alcopops are used by the on social media sites such as YouTube and drinking rate in the state, with 24% having the alcopops category, we $6.99 / 6, or $1.17. A 23.5-ounce can of Four surveyed, alcopops and beer were Looking at the largest available size of 23.5-oz cans of Four Loko, offered at 2 for $5. encourage excessive alcohol consumption tax rate to a distilled spirits level was much that local residents and municipalities consider forming Alcopop-Free alcopops, from the market. In our own In the late 1990s, alcohol producers caught alcohol industry as a Twitter. This heavy-handed marketing and engaged in either binge drinking, defined as differentiated between “supersized” Loko, at 12% ABV, is 4.7 standard drinks, and comparable in price, at $1.03 per standard alcopops, 23.5-oz, compared to 24-oz beer, Even at the regular price of $2.79 each, the among youth. Supersized alcopops are overruled by a California appeals can do. ZoneTM coalitions and demand that backyard, along with Marin County the wave of popular caffeine-laden, non- “transitional packaging obviously targets underage energy consuming more than 4 (women) or 5 (men) alcopops—those available in 16-oz priced at $2.50, was $0.53 per standard drink. drink for beer and $1.01 for alcopops. Malt we saw an even larger price break. At these price per standard drink is $0.58, the same as youth-attractive flavored malt beverages from court, retailers stop selling the most youth- community groups, public health advocates, alcoholic energy drinks such as Red Bull. beverage,” marketed drink consumers. The ads are clear—drinking alcoholic beverages on a single occasion in We conducted a limited pricing survey of servings or larger, with alcohol by liquor was lowest in price per standard drink sizes, alcopops fell to $0.85 per standard the price per standard drink for a 40-oz bottle 16 to 24 fluid ounces, 6% to 12% ABV, and 1) Community residents, led by youth attractive drinks, alcopops. and residents, Alcohol Justice is building a These energy drinks provide a "buzz" with specifically to teens Monster is cool, but drinking Blast elevates the past 30 days, or heavy drinking, defined alcopops and other beverages available at volume higher than 5%, and regular across all comparisons, at $0.58 (malt liquor drink, while the price of beer is the same as its of cheap malt liquor, and 23% less per contain between 2.5 to 5 standard drinks in a o Legislation to limit supersizing was and parents, need to make their community coalition to get these insidious high caffeine and stimulating additives such and youth to get them the drinker to pimp status. as drinking more than 1 (women) or 2 (men) Marin 7-Eleven stores in March 2012 to better serving sizes (approximately 12-oz) was only available in single-serving quantities average, at $1.03. standard drink than the cheapest beer product single serving, enough to cause serious introduced in other states but never in concerns about alcopops known to as L-carnitine, taurine, and ginseng, and are hooked on alcohol drinks per day on average in the past 30 understand the special pricing appeal of that contain about 5% ABV (Mike’s of 24-oz or larger). ($0.75). Blast 23.5-oz cans were priced physical and mental harm to youth. The high- California, 7-Eleven, the Uppal/Singh families products off Marin’s store shelves by asking 8 retailers to agree not to sell alcopops, and available to consumers of any age. Brands and secure days, compared to 17% statewide. alcopops relative to other beverage choices Hard products, Smirnoff Ice). All 11 of the Marin County 7-Eleven stores similarly to 40-oz bottles of malt liquor, at $0.59 alcohol content in the products being offered and all other storeowners who sell passing local government resolutions to such as Sparks (MillerCoors), Tilt (Anheuser- customers for life. According to Larry Meredith, Marin County's available. We wanted to find out for ourselves sell alcopops. Of all products surveyed, beer When single-serving quantities were per standard drink. encourages excessive drinking, already a o The California Department of alcopops. support an Alcopop-Free ZoneTM Marin (AFZ). Busch InBev), and Four Loko (Phusion Department of Health and Human Services what price breaks on alcopops a Marin We then compared alcopops to other drink was available in the largest variety of sizes compared, alcopops were priced less per substantial problem in Marin County. Alcoholic Beverage Control has Projects) combined caffeine and alcohol into Alcopop producers have been wildly Director, excessive drinking is problematic teenager would find when he or she walks types at two levels: and quantities. Malt liquor was available for standard drink than beer. Beer actually refused to take action on alcopops, 2) While only the state can ban premixed alcoholic energy drinks (AEDs). successful in marketing alcopops to youth, among all age groups, including Marin's into a 7-Eleven store looking for a buzz (or purchase only in single-serving quantities. increased when purchased in single-serving Alcopops appeal to youth at several levels, particular products, counties and Excessive alcohol consumption is a 9 substantial problem in Marin County, and AEDs quickly became popular, and just as although consistently denying underage youth. sends in a friend), and how price may 1) The relative price per fluid ounce of Only Mike's Hard products and Smirnoff Ice sizes by $0.04, to $1.07, while alcopops including image, alcohol content, taste, and o Many active state attorneys general cities should put conditions on land alcohol is the most widely used drug among quickly resulted in a string of high-profile consumption. Because the products are most influence the decision to purchase alcopops alcopops and their popular, similarly were available in multipacks, although 2-for-1 decreased by $0.08, to $0.93. This is largely cheap pricing. The availability of cheap, have been thwarted in attempts to use to protect the health and safety the county’s youth. Although alcohol injuries and harm. The U.S. Food and Drug often classified as beer, they can be The California Department of Alcoholic in lieu of other beverage choices, such as packaged and marketed cousins, deals were offered on single-serving Mike's due to the higher ABV in supersized alcopops single-serving, supersized alcopops offered by limit marketing of Blast by Colt 45 of youth. Specifically, officials (police, producers should ultimately be held Administration (FDA), in response to alarm advertised and placed with much fewer Beverage Control (ABC) has granted 217 non-alcoholic energy drinks. non-alcoholic energy drinks, and Harder and Four Loko products. brands sold in single-serving quantities. 7-Eleven stores makes them even more (Pabst), and sheriff, land use and planning) should accountable for the harm their products about the risk of AEDs and under pressure restrictions than distilled spirits products, and active off-sale liquor licenses in Marin County, 2) The relative price per standard drink Mike's Hard and Smirnoff Ice, the 12-oz compelling to youth than comparable non- ask for restrictions of selling single cause, we believe that local retailers who sell from state attorneys general, the Center for have frequently been criticized by public In addition to targeted marketing, alcopops approximately one per every 1,160 residents. (based on fluid ounces and alcohol alcopops available in multipacks, both have alcoholic energy drinks, beer, or malt liquor. o The Federal Trade Commission has serving malt liquors and all flavored alcopops also bear responsibility for selling Science in the Public Interest, Alcohol Justice health advocates for overexposing underage are priced to appeal to the youth market. 7-Eleven convenience stores have a visible by volume) of alcopops and other Supersized alcopops were priced cheaper 7-Eleven and the Uppal and Singh families, negotiated a deal with Phusion malt beverage sales written into ABC 6 harmful products to their communities. and many others, forced producers to remove youth to their advertisements. Research has shown that low pricing on presence in Marin, with eleven franchise alcoholic malt beverages, beer and per fluid ounce than non-alcoholic energy franchisees who operate the Marin 7-Eleven Projects, Inc., to place a resealable licenses and as conditions on use the caffeine from alcopops. By that time many alcoholic beverages directly contributes to stores throughout the county. 7-Eleven stores malt liquor. drinks. stores, have contributed to the problem by cap on supersized Four Loko to permits. of those AEDs had grown in size and alcohol As part of the youth marketing strategy, increased consumption among youth, and are easily recognizable and popular spots to Of all the beverage types surveyed, non- offering substantial price breaks on Four Loko, supposedly address the dangers This report looks at the appeal of alcopops to 7 content, creating "supersized," high alcohol, alcopops are packaged and marketed that increasing price reduces consumption. grab snacks and drinks, especially alcohol. We calculated the price per fluid ounce for alcoholic energy drinks had the highest Mike's Harder products, and similar alcopops. inherent in the product—that is worse 3) The community could gain power youth, and pricing strategies at 7-Eleven 1 convenience stores that contribute to youth single-serving alcopops. similarly to non-alcoholic energy drinks. The Cheap pricing on alcopops makes them Ten of the stores are operated by the each beverage type and quantity available. average price per fluid ounce at $0.21, than no action at all. through the growing Alcopop-Free alcopops consumption in Marin County. popularity of energy drinks such as Monster compelling to youth compared to other Petaluma-based Uppal and Singh families, For alcopops and energy drinks, we analyzed followed by alcopops ($0.12), beer ($0.09), These alcopops are priced at dangerously low ZoneTM coalition effort to ask retailers Even without the added caffeine, supersized and Rock Star, which are promoted heavily available products. who operate 7-Eleven stores throughout cost per fluid ounce by specific brand. and malt liquor ($0.08). Red Bull was the levels, gambling with the health and safety of Nothing is left but community-led local action, to voluntarily cease purchasing, alcopops—16-ounce or larger single-serving through video game systems and at youth Northern California. Along with 7-Eleven, Inc., most expensive beverage, even given the our youth. We cannot determine with this through the Alcopop-Free ZoneTM Marin selling and marketing of alcopops. containers—are dangerous products. The One final point about alcopops is so obvious the Uppal/Singhs hold the liquor licenses for To compare alcoholic beverages using a promotional price being offered: two 8.4-oz The Evolution of Supersized Alcopops sporting events such as snowboarding and Selection of Beverage Types and Brands study the culpability of 7-Eleven, Inc., the U.S. coalition. The Marin County Board of Alcopops originated as sweetened malt sizing (up to 23.5-ounce cans and 32-ounce BMX, is used by the producers of alcopops as that it is barely ever mentioned: if alcopops the stores. At each of the Marin County 7-Eleven stores, standard value measure of volume and cans for $4. The average price of Monster subsidiary, but distributors and 7-Eleven Supervisors has already joined our beverages in standard 12-oz sizes, such as bottles) and alcohol content (as much as 12% an easy transition to alcopops. Young people were popular with youth 21 and over they we recorded the cost, container sizes and alcohol content, we calculated the price per and Rock Star energy drinks alone was corporate executives could have some level of efforts by unanimously passing a Zima, a Coors product introduced in 1993 that alcohol by volume, or ABV, in some products) already seeking the energy drink buzz are a would be served at bars. In fact, they are 7-Eleven, Inc., the actual owner of the stores, quantities available per price for each product standard drink for each type, brand and $0.15/fl oz, still more expensive than the responsibility as well. resolution, sponsored by Supervisors looked like water. These products are similar have been widely criticized by public health vulnerable market for energy drinks' alcoholic primarily sold at convenience and liquor is the North American subsidiary based in surveyed. We limited our product selection to quantity sold. In the U.S., a "standard" drink is average cost of alcopops. Steve Kinsey and Judy Arnold, to beer in alcohol content (usually 5%-8% advocates. One 23.5 ounce can of Four Loko, cousins, alcopops. For example, hip-hop/rap stores, such as 7-Eleven, where it is easy for Texas of Seven-Eleven Japan, a Tokyo- three distinct types of malt beverages for this any drink that contains about 0.6 fluid ounces The cut-rate pricing of 16-24 ounce alcopops supporting the establishment of the alcohol by volume, or ABV). The alcohol at 12% ABV, is equivalent to 4.7 standard youth to perform "shoulder tap" purchases based, multinational corporation that owns or study: or 14 grams of "pure" alcohol. One standard When just comparing supersized, single at 7-Eleven stores must end. This is the tip of Alcopop-Free ZoneTM Marin and industry calls them “flavored malt beverages” drinks in a single serving. That is 4.7 shots of (asking someone of legal age to purchase franchises 43,000 stores in 16 countries. drink is equivalent to one 12-ounce bottle of serving alcopops to similarly sized, single the iceberg, as we have noted other stores encouraging all alcohol retailers in or “progressive adult beverages.” In this 80-proof vodka, 4.7 bottles of beer, or 4.7 alcohol for them). 7-Eleven operates nearly 9,000 company- 1) Domestic beer (Budweiser, Coors, beer at 5% ABV, one 6-ounce glass of wine at serving energy drinks, the price break on that may be selling these products at even Marin County to voluntarily stop report we call them alcopops, the name 6-ounce glasses of wine. Consuming one owned or franchised stores in the U.S. and Pabst, and Miller Genuine Draft), 12% ABV, or one shot (1.5-oz) of 80-proof alcopops was even more stark. When looking lower prices. Ending the sale of supersized buying, stocking, selling, and Four Loko in a sitting is considered by public Canada under the 7-Eleven name. 2) "Malt liquor," typically priced cheaper spirits. at specific brands, Four Loko products were alcopops and all alcopops in general is marketing alcopops for the health of commonly used in Great Britain, Australia, 2 Canada and New Zealand, and increasingly health experts as binge drinking. For this Marin County's Drinking Problem than beer, containing higher ABV, being offered as low as $0.09-$0.10/fl oz, necessary at a local level because of the the county's youth. We encourage reason, supersized alcopops are often Idyllic Marin County, in Northern California We noticed that some 7-Eleven stores in and labeled as "malt liquor" (Steel For each alcoholic beverage, we calculated significantly cheaper than any of the energy relentless political and economic power of the other Marin government entities and used in the United States. In those countries 3 alcopops are overtly mixed with distilled referred to as "binge-in-a-can." just north of San Francisco, is known for its Marin have signs advertising prominent price Reserve and Olde English 800), and the number of fluid ounces per each quantity drinks, which ranged from $0.13 - $0.22/fl oz. alcohol industry. For example: policy makers to pass resolutions in spirits, while in the U.S. they are claimed to breaks on Four Loko and Mike's Harder 3) Alcopops, sweetened "flavored malt sold, and calculated the total number of stan- support of the Alcopop-Free ZoneTM. be primarily made with a malt brewing alcopops products. Because of 7-Eleven's dard drinks for that quantity. We then divided 10 References 1 From Alcoholic Energy Drinks to Supersized Alcopops: A Rare Victory in Protecting Youth from Big Alcohol. Alcohol Justice, August 2011. Available at: http://209.54.56.53/images/stories/AEDreportFINAL_1.pdf.

2 FTC Requires Packaging Changes for Fruit-Flavored Four Loko Malt Beverage. http://www.ftc.gov/opa/2011/10/fourloko.shtm Accessed May 3, 2012.

3 17 Attorneys General Call on Pabst to Stop Marketing Blast to Young Drinkers. http://www.drugfree.org/join-together/alcohol/17-attorneys- general-call-on-pabst-to-stop-marketing-blast-to-young-drinkers. Accessed May 3, 2012.

4 The California Department of Alcohol and Drug Programs. Alcopops Q & A. http://www.adp.ca.gov/youth/alcopops.shtml. Accessed May 10, 2012.

5 The Cost of Alcopops to Youth and California. Alcohol Justice (formerly Marin Institute), Septem- ber 2011. Available at: http://alcoholjustice.org/index.php?option=com_content&view=article&id=16:report-the-cost-of-alco pops-to-youth-and-california&catid=18:reports&Itemid=15.

6 Mosher JF. Joe Camel in a Bottle: Diageo, the Smirnoff Brand, and the Transformation of the Youth Alcohol Market. American J Public Health. 2012;102(1):56-63.

7 Jones, S., and Barry, L. RTDs in Australia: Expensive designer drinks or cheap rocket fuel? Drug Alcohol Review. 2011;30:4–11.

8 County Health Rankings and Roadmaps, Robert Wood Johnson Foundation and the University of Wisconsin Population Health Institute, 2012. Available at: http://www.countyhealthrankings.org/app/california/2012/measures/factors/49/data. Accessed May 3, 2012.

9 Marin County ranked healthiest county in state for third year in a row, despite residents' love of alcohol. Available at: http://www.marinij.com/marinnews/ci_20310736/marin-county- ranked-healthiest-county-state-third-year. Accessed May 3, 2012.

11 Vision Alcohol References Justice envisions healthy communities free of the alcohol industry's negative impact.

Mission Alcohol Justice, the industry watchdog, promotes evidence- based public health policies and organizes campaigns with diverse communities and youth against the alcohol industry's harmful practices.

Board Members Linda Barry Dunn, MPP Catherine Condon, MPH

Trent Cutler

David Escobar, MA

Captain John Hanley

Steve Heilig, MPH

Heidi Pay, MBA

Anthony Ramirez, MA

Andrew Riesenberg, ScM

Ruben Rodriguez

Cathy Summa-Wolfe, MBA (President)

Executive Director/CEO Bruce Lee Livingston, MPP

Authors Holley Shafer, Research and Policy Analyst Bruce Lee Livingston, Executive Director/CEO

Download this report, or find more information, at alcoholjustice.org

Copyright © Alcohol Justice 2012