Summer 2006

 

Vodka Freezies

Black Fly Vodka Infused Spiked Ice, a vodka-filled beverage that comes in the guise of a freezie, was set to hit the London and Toronto area LCBOs in time for Canada Day this past weekend.

This vodka-filled frozen treat is meant to attract adults with "sophisticated palates". Unfortunately, the unintended effect of appealing to an underage audience is a very real possibility…one that has even crossed the minds of the manufacturers.

"Some people think of coolers as appealing to younger consumers," said Siskind-Kelly, one-half of the creative team behind this new product. "But our product is a premium product, targeted at a more sophisticated consumer".

Unfortunately, target marketing isn't always restricted to specific audiences.

Black Fly Spiked Ice is seen as a frozen treat, appearing in a wide variety of fruity flavours, contained in bright, splashy, freezie-like packages. Although release of the product has been delayed to design packaging to differentiate the product from actual freezies [PDF], this type of marketing is concerning because it can still easily appeal to a younger audience, especially children.

Alcohol Concerns, an alcohol-industry watchdog from the United Kingdom, feels there is little doubt that these types of beverages appeal to under 18s [PDF]. Teenagers see these beverages as more appealing, more refreshing, better tasting, and trendier than traditional drinks. Factors contributing to this viewpoint include the packaging of such products, normally consisting of vibrant colours, rebellious or sexy names, and use of cartoon characters [PDF].

Risky drinking among youth is a very real and dangerous problem in Ontario. Alcohol is the most common used drug among Ontario students and is associated with many consequences, including drinking and driving, alcohol poisoning, violence and injury. Young people have little experience of alcohol and little understanding of how it can damage developing bodies and affect behaviour [PDF].

Allowing Black Fly to market and sell alcohol as freezies is seemingly a major step backwards for the Alcohol and Gaming Commission of Ontario (AGCO), as this type of marketing has great potential to add to the problem of underage risky drinking.

Booze on the Water

A private member's bill increasing consequences to boaters who use alcohol, was signed into law last week after a huge wave of public support from cottagers, boaters, police and insurance agencies. Ontario boaters now caught operating a vessel while drinking can lose their motor vehicle driver's licence.

The new law essentially extends the Highway Traffic Act to boaters, which means police can issue on-the-spot 12-hour driver licence suspensions to anyone operating a boat under the influence of alcohol. People who are charged with boating while intoxicated will automatically have their driver's licence suspended for 90 days. On a first conviction, a minimum year-long suspension is automatic — three years on a second conviction.

In Ontario, alcohol is a factor in 40% of recreational boating fatalities. As well, between April and December, 2003, OPP marine units issued 1,923 charges and warnings related to alcohol offences on the waterways.

"It was crucial to try and get this bill through this spring before we adjourned so it caught this summer's boating season," said Liberal David Zimmer in a recent Toronto Star interview.

Karen Dunham, MADD Canada's National President, seems to agree that this bill was a needed step in reducing fatalities.

"Our hope at MADD Canada is that this long weekend will be enjoyed throughout our country without any needless death or injury as a result of impaired driving", Dunham stated in a recent news release. Dunham reminds people to not drive while impaired by alcohol or drugs and don't get into a vehicle — car, boat or ATV — with a person who is impaired. To assist in this reminder, MADD Canada has produced a tip sheet for safe and sober travel [PDF] on the roads and waterways.

"(This new law) sends a powerful message," Premier Dalton McGuinty said recently. "A boat can be just as dangerous as a motor vehicle if somebody is impaired when it comes to their control of it. This tells people that we are just as concerned about safety on the water as we are on land."

Upcoming APOLNET Teleconference:
Alcohol Policies: Just the Basics

The Alcohol Policy Network is offering a free, 1-hour teleconference on Alcohol Policies on July 20th from 11:00 a.m. – 12:00 p.m. EST.

Moderated by Dr. Norman Giesbrecht of the Centre for Addiction and Mental Health, this teleconference is perfect for professionals new to the substance abuse prevention field or those just needing a refresher on recent developments relating to alcohol policy.

Alcohol policies influence population health and safety and are therefore important in a variety of settings including workplaces and universities, as seen in recent news coverage.

This teleconference will cover such issues as:

• What are Alcohol Policies and why are they important?
• Where Alcohol Policies have been successfully implemented in Ontario
• International research on strategies and interventions for supporting Alcohol Policies
• Brief overview of the newly released: "Priorities 2006: Developments in Alcohol Policy since 1996" published by the Alcohol Policy Network.

The deadline to register is Friday, July 14, 2006. Space is limited and registration will close early if capacity is reached.

 

The Alcohol Policy Network wishes you a safe and enjoyable summer!