Aggressive promotion of heavy alcohol on Twitter
Kill the toxic taste of alcohol/ethanol
Hide behind a cartoon character
Deceive the consumer – alcohol has no health benefits whatsoever
In the long term, excessive alcohol can make it difficult to conceive – See more at: http://www.healthline.com/health/alcohol/effects-on-body#sthash.dInAE09c.dpuf
An article in the latest issue of Marketing.ie describes how RED C Research undertook a product test for Brown Forman’s new Fire Eater brand.
The research company ran tastings and focus groups to test the appeal for Early Times Fire Eater, a 35% heavy alcohol/ethanol American whiskey liqueur, flavoured with brown sugar and cinnamon.
According to Red C;
The key market for the new product was the “pre-drinking” or “prinking” among 18-24 year olds. A typical pub product test would not work. To replicate the “prinking” and for respondents to consume the product in as natural environment as possible, we recruited young drinkers to host in-home parties, invite their friends over and sample the drink as they would do on a typical social night.
Initial reaction to the product was captured through video and photos recorded by those at the party. They were uploaded to the Red C portal to give reaction to the product captured in the right environment. The flow of the night was left to the participants to decide, allowing for natural behaviour to develop. All of this allowed for valuable insights into the ritual and behaviour during“prinks”
The Urban Dictionary defines Prinking or Pre-Drinking as;
The act in which one consumes alcohol prior to attending an event at which alcoholic beverages may or may not be served. Often popular with university or college students who can’t afford to buy too many drinks at a bar. Or high school kids who plan to attend events such as dances.
Brown Forman, already well armed with Jack Daniels, a big seller in the pubs among the young, are lining up another heavy alcohol product. This time aimed at youths, a younger sector than that for Jack Daniels
A question for Brown Forman; How does the strategy of targeting 18-24 year olds with sweetened heavy alcohol fit in with your Corporate responsibility philosophy regarding alcohol abuse among the young?
Questions for Red C
Teratogen is a substance known to be harmful to human development.
When you drink alcohol, so does your baby. Because babies are small compared to adults, alcohol breaks down much more slowly than in a grown person. This means that alcohol remains in a baby’s blood much longer than in the blood of its mother thus leading to possible irreversible harm to the baby’s development.
There is no known safe amount of alcohol that you can consume if you are pregnant. It is best to discuss any drinking patterns with your healthcare provider.
Your baby is in a constant state of growth and development over the entire course of your pregnancy.
During the first four weeks of pregnancy, your baby’s heart, central nervous system, eyes, arms, and legs are developing. Your baby’s brain begins to develop around the third week and continues to mature through the rest of your pregnancy. During the third trimester, your baby will be growing rapidly. If you consume an excessive amount of alcohol during these crucial stages of development, you can cause serious harm to your baby.
Results of excessive drinking (drinking on a regular basis or binge drinking) can lead to Fetal Alcohol Syndrome or Fetal Alcohol Effects. These are lifetime, irreversible effects that can result in physical, mental and neurobehavioral birth defects.
If you were not aware that you were pregnant and drank alcohol, the best thing you can do now is to STOP drinking immediately. The sooner you quit, the better. If you stop drinking now, the risk of harm will decrease.
There is no known amount of alcohol that is safe to consume while pregnant and the more you drink, the more you will increase the risk that your baby will have problems. According to the Surgeon General, the type of drinking that creates the greatest risk of FASD’s is binge drinking (drinking more than 5 drinks at one time), or drinking seven or more drinks in one week. Drinking less than this amount has also been known to lead to FASD. This is why we we regard any amount of alcohol consumption during pregnancy as being unsafe.
If you are pregnant and are also addicted to alcohol, you can get help from the following organizations:
If you would like to learn more about Fetal Alcohol Syndrome you can call the National Organization on Fetal Alcohol Syndrome at 1-800-66-NOFAS (666-6327)
Compiled using information from the following sources:
March of Dimes, http://www.marchofdimes.com/
Department of Health & Human Services, http://www.hhs.gov/