Editing Alcopop (section)

== History ==

Wine coolers gained popularity in the US market in the 1980s when [[Bartles and Jaymes]] began advertising their brand of wine coolers, which were followed by other brands, including when [[Bacardi]] introduced the [[Bacardi Breezer|Breezer]].<ref>{{Cite web|url=https://www.distell.co.za/agechecker/?brand=/brands/default.aspx|title=Age Checker &#124; Distell|website=www.distell.co.za}}</ref> A growth in popularity occurred around 1993 with [[Two Dogs]], DNA Alcoholic Spring Water, [[Hooper's Hooch]] and [[Zima (drink)|Zima]], which was marketed under the title of "malternative beverage." [[Wine coolers]] were on the decline due to the increase in the US federal wine tax, and using a malt-beverage base became the new industry standard. Later, [[Mike's Hard Lemonade]] was released in the United States, with humorous commercials depicting what they called "violence against lemons". [[Smirnoff]] also came out with another [[citrus]]-[[Flavoring|flavor]]ed [[malt beverage]] in the United States in the late 1990s called [[Smirnoff Ice]], which promoted itself with flashy commercials, usually involving trendy young people dancing in unlikely situations and places. (In the UK, Smirnoff Ice is marketed by [[Diageo]] as a PPS.)<ref>{{Cite web |title=DIAGEO LAUNCHES SMIRNOFF BLACK ICE - Harpers Wine & Spirit Trade News |url=https://harpers.co.uk/news/fullstory.php/aid/724/DIAGEO_LAUNCHES_SMIRNOFF_BLACK_ICE.html |access-date=2024-03-14 |website=harpers.co.uk |language=en}}</ref>

Through its Alcopop-Free Zone® campaign, "<ref>[https://alcoholjustice.org/images/reports/AlcopopsReportFinalWeb.pdf Alcopops: Sweet, Cheap, and Dangerous to Youth.] San Rafael, CA</ref> [[Alcohol Justice]] has sought to ban alcopop sales entirely since the sweet and brightly colored alcoholic drinks may appeal to children. Many [[Alcohol advertising|cooler advertising campaigns]] have been criticized as trying to make alcopops appeal to young drinkers. In the United Kingdom, a media outcry during the mid-1990s arose as the [[tabloid journalism|tabloid]] press associated alcopops with under-age drinking which damaged sales and led to British [[liquor store]]s withdrawing them from their shelves.

In response to a complaint from the [[Center for Science in the Public Interest]] (CSPI), the [[Federal Trade Commission]] (FTC) conducted an extensive investigation in 2001. The agency "found no evidence of intent to target minors with FMB products, packaging, or advertising. Furthermore, after reviewing the consumer survey evidence submitted by CSPI in support of the proposition that FMBs were predominantly popular with minors, the FTC concluded that flaws in the survey's methodology limited the ability to draw conclusions from the survey data."

The Federal Trade Commission again in 2003 investigated FMB ads, [[product placement]], and internal company marketing documents after a directive from the conferees of the House and Senate Appropriations Committees. "The Commission's investigation found no evidence of targeting underage consumers in the marketing of FMBs. Adults 21 to 29 appear to be the intended target of FMB marketing"<ref>Federal Trade Commission. ''[http://www.ftc.gov/os/2003/09/alcohol08report.pdf Alcohol Marketing and Advertising: A Report to Congress]''. Washington, DC: Federal Trade Commission, 2003. p. 22</ref> and found that "the majority of FMB drinkers are over the age of 27."<ref name=FTC>[http://www.ftc.gov/os/2003/09/alcohol08report.pdf Alcohol Marketing and Advertising: A Report to Congress]. Washington, DC: Federal Trade Commission, 2003. p. 5</ref>

In December 2003, [[Republic of Ireland|Ireland]] raised the tax on flavored malt beverages to equal that of spirits, the second-highest in [[Europe]]. [[Germany]] has imposed an extra duty of 0.80 to 0.90 [[euro]] per bottle effective August 1, 2004. To circumvent higher taxation, some German producers have switched to [[wine coolers]], which are being marketed the same way. Some bottles now carry a warning stating that they are not for consumption by people under the legal drinking age (under 18 in the UK and 21 in the United States). On May 11, 2008, the [[Australia]]n Government increased the excise tax on alcopops by 70%, to bring it in line with the tax on spirits. There is the concern this tax will encourage consumers to buy straight spirits and mix the drinks themselves,<ref>{{Cite web|url=https://www.smh.com.au/national/expert-report-backs-alcopop-tax-hike-20080917-4i2p.html|title=Expert report backs alcopop tax hike|last=Jenkins|first=Melissa|date=2008-09-16|website=The Sydney Morning Herald|language=en|access-date=2020-02-01}}</ref> possibly resulting in drinks with a higher alcohol concentration than the premixed alternatives. This tax was revoked during March 2009 meaning the government had to pay back the 290 million collected on the tax.<ref>{{Cite news |url=http://www.heraldsun.com.au/news/alcopops-price-to-drop-after-bill-defeat/story-e6frf7jo-1111119172860 |title=Alcopops tax defeated in the Senate after second vote |first=Gerard |last=McManus |agency=AAP |work=Herald Sun |date=March 18, 2009}}</ref>

The Federal Trade Commission report states, "Further, industry-conducted research on consumers over the age of 21 who use FMBs shows that these consumers generally view the FMBs as substitutes for beer, ... This research also concludes that consumers are not likely to consume more than two or three FMBs on any occasion because of the products'
sweetness.<ref name=FTC/>

In March 2018, Coca-Cola announced it would be launching an alcopop product for the first time, a ''[[chūhai]]'' beverage in [[Japan]].<ref>{{cite news |newspaper=[[Financial Times]] |title=Coca-Cola to launch alcoholic drink in Japan |first=Leo |last=Lewis |url=https://www.ft.com/content/0f2f1ee4-2159-11e8-9efc-0cd3483b8b80 |date=March 6, 2018 |quote=Coca-Cola is planning a break with 125 years to experiment with its first alcoholic drink as the world’s largest soft drinks company eyes Japan’s growing market for “Chu-Hi” alcopops. |archive-url=https://archive.today/20180307022457/https://www.ft.com/content/0f2f1ee4-2159-11e8-9efc-0cd3483b8b80 |archive-date=March 7, 2018}}</ref>