Is The New Generation of Alcohol Aiming For Your Kids?

underage drinking

By Felix Casado –

Question…. why do they have margaritas in a beer can, cinnamon in whiskey and fruit-loop flavor vodka? Does it make it taste better, or is this just a “lets try this and see what happens and who is going to drink it” type of deal? And are our kids and young adults who are under 21 years old in danger with the amount of exposure of these drinks on TV? Well here my rant… Ready –Set – GO!!

As a liquor consumer (Jagermister, Bud-Lite kind of guy) I don’t understand the thought process of adding so many different flavors to already amazing drinks. Lets take Jack Daniels. It’s amazing for the right occasion (like a divorce party), just so you can forget the horrible years and the amount of money spent on the “so-call lawyer”. For weddings… just so you can see your best friend leave the “Wolf Pack” and marry the woman of his dreams. And the famous “I’m turning 21; I want to forget my birthday”, when in reality your not only going to forget your birthday, but your going to forget your insides in the parking lot when your done puking everywhere. And all this is thanks to mister “Jack Daniels (the original)” himself.

Underage drinkinNow, why add cinnamon and call it “Jack Fire”? Is it because someone came out with a horrible drink called “Fireball “ and you want to compete? Or is it you’re trying to make something that taste like you’re taking a shot of Gasoline? Stop doing that! Makes no sense (to me). But our new generation of Young Drinkers (18-20) LOVE this hip way of drinking, and this is the downfall to our current youth.

Am I too old-fashion to see the enjoyment of having an amazing Margarita shoved into a beer can? And on top of that add beer to it. Beer is beer. Let it be and don’t mess with centuries of perfection by adding lime just so it tastes better. I have tried all these new drinks and let me tell you something, I would rather drink water for the rest of my life. Why? They only contains 8% alcohol by volume. So now I’m suppose to give this to my friends and expect something exciting and crazy to happen? NO! After drinking 20 of these “beer-aritas”, the craziest thing that happened is I peed in the pool.

Now lets bring the real  alcohol to the party… the good stuff  such as Jack Daniels, Jim Beam, Jagermister, Crown, Jose Cuervo or good ‘ole moonshine, assuming you’re able to procure it. Someone is getting arrested, getting naked and/or trying to steal the neighbor’s dog. Now that’s a party! You can’t do that with all these new fruit drinks. But, I guess it’s the companies trying to get the “Young Kids” still under 21 to look cool while holding a beer can. Stop aiming your product to such a young crowd that will, at the end of the day, do something stupid like drive a vehicle.


joe_125If I had to blame someone it would be the vodka companies with all the crazy flavors they created to attract the young and stupid generation. Let’s take it back a few years. Who remembers “Camel Joe” ?  Those of you who don’t, Joe was a fun cartoon character that smoked in TV commercials for Camel cigarettes.  This cartoon character would appear on TV, thus attracting the young kids to start smoking because it look cool and he made smoking look fun. This animated character, if I could compare him to a current drinking character, would be “the most interesting man in the world”. And when he’s not saving the world from aliens, he’s drinking Dos XX… which is a beer.

To a young adult, who wouldn’t want to be just like him? So, if I drink this beer it might make me interesting right? Nope! Same thing with all the new liquors. And since alcohol advertisements are allowed on national TV and the youth spending more time on social media and watching TV, they see their favorite artist and athletes drinking these products. In turn, they think it’s cool for them to do the same. What message are we sending out? Promoting alcohol to kids who will end up doing something stupid. And why can’t we add TV ads promoting the dangers of Underage Drinking? We do it now with smoking cigarettes, so lets do the same for underage drinking, which causes deaths to young adults.

Research shows – Youth exposure to alcohol advertising on U.S. television increased 71 percent between 2001 and 2009, more than the exposure of either adults ages 21 and above or young adults ages 21 to 34, according to an analysis from the Center on Alcohol Marketing and Youth (CAMY) at the Johns Hopkins Bloomberg School of Public Health.

Alcohol is the leading drug problem among youth and is responsible for at least 4,600 deaths per year among persons under 21. In 2009, 10.4 million (27.5 percent) young people in the U.S., ages 12 to 20, reported drinking in the past month, and 6.9 million (18.1 percent) reported binge drinking (defined as five or more drinks at one sitting, usually within two hours). Binge drinkers consume more than 90 percent of the alcohol consumed by this age group.

Every day in the U.S., 4,750 young people under age 16 have their first full drink of alcohol. This is a problem because the earlier young people start drinking; the more likely they are to suffer alcohol-related health and social problems later in life. Compared to those who wait until they are 21 to drink, young people who start drinking before age 15 are four times more likely to become alcohol dependent, seven times more likely to be in a motor vehicle crash because of drinking and 11 times more likely to be in a physical fight after drinking.

So lets stop messing with the originals and focus on making a product that is more geared towards the responsible generation. The way our youth is today, we might not have a positive future… or even a future at all.



About Felix Casado

Music is what Felix lives for. He loves to DJ, produce and review music. Felix has also served as a reporter for Clear Channel Communications, working in various venues such as Sirius/XM Radio.