Beverage manufactures of hard liquor have found a way to enter the beer market with drinks called alcopops. These drinks are a combination of distilled spirits and beer. Marketing that targets young audiences, its sweet lemonade or soda like flavor, and youthful fun packaging are attracting our teens. The sweet flavor of these drinks works to mask the bitter alcohol flavor, which makes them easier to drink and more attractive to underage drinkers.
Manufactures of these drinks have convinced regulators to consider these beverages in the “beer” category resulting in the ability to market this product more easily to our youth. This beer like status enables manufactures to promote alcopop type drinks during many prime time television shows that teens watch. Advertisements that promote these drinks as youthful and hip appeal to teens, especially girls. Teen girls report drinking alcopops more often than boys.
Another concern is that alcopops are generally regarded as having less alcohol content than most beers which is not true. Containing just as much alcohol as a beer or a mixed drink, alcopops are dangerous for our youth. The sweet flavor and the fact that they do not taste like alcohol is a reason most teens say they drink them. This easy to consume beverage can lead to teens drinking too much and be a gateway to other forms of alcohol.
As a parent, you need to know that alcopops are just as dangerous as any another alcoholic beverage. Teens attraction to these drinks, make them maybe even more dangerous. Talk to your teen about the dangers of alcopops and help them look more critically at advertisements. If you are concerned that your teen may have already been exposed to these drinks, go to http://www.parentslead.org/is-my-son-or-daughter-using.php for help on how to address the problem.

Parents who drink and drive have children who are more likely to have the same behavior reports a recent study by the Substance Abuse and Mental Health Services Administration. The study shows that teens are more likely to drive under the influence if they see their parents participating in the same behavior than if their parents do not drink and drive. Last year 11.5 % of youth ages 16 – 17 years drove under the influence. Both mothers and fathers had an impact on teen’s decisions to drive under the influence, but fathers who modeled this behavior had teens that had a greater incident of replicating these actions.

“Parents play a key role in preventing drunk and drugged driving, beginning with setting a good example,” said SAMHSA Administrator Pam Hyde. “Parents who drink, or drug, and drive not only put their lives and the lives of others at immediate risk, but increase the likelihood that their children will follow down this destructive path.”

Retired Gen. Barry McCaffrey, former director of the White House Office on Drug Control Policy, said he made a concerted effort as drug czar to hold a mirror up to the nation to further the understanding of face of addiction, particularly where the nation’s youths were concerned.

The good news is that surveys say three out of four high school students have not consumed alcohol or taken drugs in the past month. Prevention efforts must be targeted toward them, McCaffrey said.

The top reason youths do not use drugs is that their parents have established clear expectations about drug and alcohol use, which a youth interprets as “I don’t want my mother ashamed of me. I don’t know what my father will do to me.”

Young people who participate in supervised, structured organizations such as sports teams or school clubs have yet another reason to steer clear of drugs and alcohol. When pressured by peers, such youth have a built-in excuse to say no, “‘Yeah, I’m tempted but I’m not letting my team down,’” McCaffrey said.

Parents and trusted adults must also provide information to young people that is age appropriate and scientifically sound, he said.

Welcome to Parents LEAD!  We are excited to be offering support to parents across North Dakota as they talk to their children about underage drinking.  It is often said that parenting is the hardest job we will have, but it is certainly the most rewarding. It is not a “job” that any of us can do alone.  Parents LEAD is one place where you can go for information and support and it is our hope that you find the website, resources, and blog useful as you navigate raising your children.

About once a week we will post a question, resource, etc. for you to comment on.  We would like to start this week by asking you:

“At what age should parents start to talk to their children about underage drinking?’’

We would love to hear your thoughts…