National and local alcohol policy should also
address the growing efforts of alcohol producers
to market their products to young people. Part of
this marketing strategy is the promotion of sweet
and fruity premixed cocktail beverages as well as
alcoholic “energy drinks” that combine high alcohol
content with a strong dose of caffeine. These drinks
are often promoted with packaging and accompanying
products designed to attract young people.
Four Loko, an alcoholic energy drink manufactured
in the U.S. that contains as much alcohol as six
12-ounce beers and the caffeine equivalent of a
cup of coffee, was banned in several states in 2010
after many university students lost consciousness
after consumption. These types of products often
originate in wealthy countries with markets emerging
later in developing nations. In any market,
however, limited regulation and less-stringent
alcohol policies can make it easy for manufacturers
to market and sell these harmful products to
youth. Glamorous promotional activities (such as
celebrity endorsements, games, music, magazine
promotions, and sponsorship of club and sporting
events) encourage young people to drink without
addressing the potential consequences