The alcohol industry’s “alcopop” strategy hooks underage drinkers

I remember the first time I tried a chilled bottle of lemonade-and-vodka at a backyard barbecue for our running group many summers ago. Fantastic!  It was such a hot afternoon, I had another icy cold one immediately after the first.  I may have had a couple more, in fact – they were that good. And, best of all, they didn’t even taste like real alcohol! Now a recent study* published in the January 2012 issue of the American Journal of Public Health investigates the sophisticated public relations and marketing strategies that industry is using to re-make the image of distilled spirits like my lemonade-and-vodka to specifically target underage drinkers.   Continue reading