MEDIA AVISORY
MEDIA CONTACT: Irene Redondo- Churchward
SPIRITT Family Services
(562) 903-7000 Ext. 23
State Hearing to Probe Alcohol Marketing to Youth, ‘alcopops’
Researchers to discuss why girls drink alcopops more often than boys; highlight ways to solve this growing epidemic.
WHO: State Senator Liz Figueroa, D-Fremont, Chairwoman
James Mosher, PIRE Study on Neighborhood Crime and Alcohol Outlet Density
Irene Redondo Churchward, Executive Director SPIRITT Family Services
Dr. Didra BrownTaylor, Research Scientist UCLA, Integrated Substance Abuse Programs
Albert Melena, San Fernando Valley Partnership
Commander Kenneth Brazile, Los Angeles County Sheriff Department
Bruce Sakamoto, Probation Department
WHAT: A news conference and public hearing before the California Senate Select Committee on Children, Youth and Families. Testifying at this hearing will be youth, advocates, law enforcement and healthcare representatives, policymakers, and internationally recognized researchers. Researchers will also release focus group results collected from 300 youth from around the state.
WHEN: FRIDAY, June 2, 2006, 9:30 am -12 noon
Press Conference: 9:30 a.m.
Legislative Hearing: 10:00 a.m. – Noon
WHERE: Town Center Hall, 11740 E. Telegraph Road, Santa Fe Springs, CA 90760
Girls as young as 13 years old take their first drink of alcohol by trying sweet, soda-like liquor drinks known as alcohops. Girly drinks…”Alcopops” are the newest trend for underage drinkers they’re sweet, fruity flavored or malt-based alcohol beverages, which serve as “gateway” drinks to attract new consumers of alcohol. According to statewide focus groups of 300 young people, alcopops dominate teen culture, from the Internet to TV to radio to ads. The American Medical Association reports that underage girls consumed alcopops more than any other type of alcohol beverage. Among teens who are current drinkers, 78.5% of eighth graders, 71.3% of 10th graders, and 64.8% of 12th graders reported drinking alcopops in the past month.
These data clearly suggest that alcopops have their highest relative popularity among your teens, and that youth transition to other alcoholic beverages, as they get older. This hearing will provide vital information on alcopops marketing tactics as well as the problems associated with underage drinking for members of the State Senate Select Committee on Children, Youth and Families. Additionally, experts will provide proven solutions that these lawmakers can support to help prevent underage drinking and binge drinking problems.
