Mayor Marvin's Column: Alcoholic Energy Drinks

This past Tuesday, Village Police Chief Christopher Satriale was asked to give expert testimony in front of Senator Jeff Klein’s Standing Committee on Alcoholism and Drug Abuse at the State Capitol.  The topic under investigation was the proliferation of the high alcohol malt beverages marketed under names such as Joose and Four Loco that specifically target the underage drinker.

Chief Satriale became very aware of the dangers of these products when during a two week period last summer, his department responded to three calls for medical assistance to minors who were suffering from acute alcohol poisoning after consuming Four Loco which has a 12% alcohol content.  All three youths – ages 13, 14, and 18 – required emergency hospital treatment.  Two of the young people were found unconscious and very likely could have died if not for immediate medical intervention.

How did this happen using a product that most Villagers, including myself, didn’t even know existed?  Unfortunately, major beverage manufacturers such as Budweiser and Pabst bring these products to market with alarming frequency and no prior notice.  As a result, parents and police are forced to react to a product that is blatantly marketed to extremely underage drinkers.

In fact, just last week, Colt 45 introduced “Blast,” a fruity drink that contains 12% alcohol per serving.  The company hired rap star Snoop Dogg to promote the product via an online music video and Twitter and Facebook ad pages.

In addition to 12% alcohol, Four Loco used to contain caffeine with the equivalent of two cups of coffee in every can, creating a whole host of additional problems as a result of the combination of the stimulant with the alcohol.

Thanks to Senator Klein’s efforts, the manufacturer of Four Loco voluntarily agreed to remove the caffeine infused product from distribution in New York State.  However, they reserved the right to put it back on the shelves at anytime.

These drinks dubbed “alcopops” are sold in 23.5 oz. containers costing only $3.00 or less than a bottle of water by volume.  They are infused with sugar sweeteners in flavors such as watermelon, bubble gum and fruit punch to appeal to youngsters, especially girls, who do not like the taste of beer.  With the taste disguised, rapid consumption is easy, thereby increasing the chances of alcohol poisoning.  In just one can, there is the alcohol equivalent of 4 to 5 drinks.  They are sold in convenience stores, bodegas and gas stations where scanners for alcohol are not required and underage customers are welcome because so many other non-alcoholic products are offered for purchase unlike a liquor store where nothing is stocked for under 21 year old purchasers.

They are replete with their catchy names, bright colored packaging and appealing designs mimicking cans of flavored ice tea brands and energy waters, which are often placed right next to them in store refrigerators.

One beverage company executive was quoted as calling these drinks, “the perfect bridging beverage” between carbonated fruit drinks and flavored ice teas and the new hard lemonades.

According to research compiled by the American Medical Association, these entry level “alcopops” are the favorite drink of teenage girls due to the taste and ease of purchase and concealment.

These products  marketed directly to underage drinkers cause particular concern because early alcohol use is directly associated with smaller body and brain sizes, earlier involvement in sexual activities, increased motor vehicle accidents and a much greater likelihood of a life long problem with alcohol.

Early alcohol use interferes with major changes in the brain structure and function that occur only during adolescence and affect impulse control and emotional regulation and the ability to choose between good and bad actions, presenting a potential lifetime of problems.

Senator Klein recently introduced legislation to require that “alcopops” containing 6% alcohol and 1% sugar or sweeteners be sold only in liquor stores and be removed from the shelves of convenience stores.

Chief Satriale and I applaud the Senator’s efforts which are being met by a powerful backlash from the beverage lobby.  We concur with his view that responsible marketing includes the placement and packaging of a product as well as the avenues for advertisement.  These beverages should clearly be packaged as an alcoholic beverage and sold in liquor stores where their chances of getting into the hands of minors are decreased exponentially.

As President Kennedy said, “Children are the world’s most valuable resource and its best hope for the future.” Continued vigilance is imperative if we are to maintain a safe and healthy environment in which our young people can flourish.

Editor's Note: This piece, in its entirety, was written by Bronxville Mayor Mary C. Marvin.