Well
known brands and cheap strong booze consumed most by vulnerable young people
Heavily
advertised brands and cheap, strong alcohol make up the top five alcoholic
drinks consumed by the most vulnerable young people who are involved with drug
and alcohol services, according to a new survey from Alcohol Concern.
Fourteen
treatment services across England and Wales asked 381 children and young people
between the ages of 11 and 17 years and who use their services about the
alcohol brands they consume most. It found the same big brand names and cheap,
strong booze made up the top five places as in last year’s survey, albeit in a
different order.
Among
the top five were Fosters and Smirnoff Vodka, both leading brands which are heavily
promoted and are well known through their extensive advertising campaigns. Recent
research by Alcohol Concern showed that 10 and 11 year olds were more familiar
with funny duo ‘Dan and Brad’ from Fosters beer commercials than with
characters from advertising for leading brands of crisps and chocolate[1].
Cheap,
strong alcohol also featured with Frosty Jack’s Cider, generic or own brand
vodka and Glen’s vodka making the top five.
Tom
Smith, Policy Programme Manager at Alcohol Concern said:
“As
with last year, heavily advertised brands and cheap, strong booze are the
drinks of choice for vulnerable children and young people.
“Alcohol
advertising is linked to consumption, particularly in those under 18 years old,
and it’s time we introduced robust measures which protect this group from
exposure to it.
“We
already know that price is a key factor when young people buy alcohol so we
have got to stop selling booze at pocket money prices, which is why we’re
urging the Government to introduce a minimum unit price as soon as possible.”
The
survey found that brands of vodka made up three of the five most popularly
consumed types of alcohol and this was most widely drank by girls; strong cider
was popular with both sexes while boys favoured beer.
Download a summary of the report here
[1]
Making an impression: Recognition of alcohol brands by primary school children,
Alcohol Concern Cymru (2012)
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