Alcopop Supernova

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Abstract
In 1995 a range of lemonade flavoured alcohol products (lemon carbonates) were launched in Scotland and elsewhere in the UK. This coincided with concerns in the media over teenage drunkenness and the possibility that certain drinks might be being marketed to appeal to under-age consumers. An assumption made by the media and taken up by politicians was that alcoholic lemonade, with its soft drink taste, bright cartoon style packaging and ‘fun’ names would be appealing to children. Using survey data on the drinking habits of Scottish secondary schoolchildren this paper found little evidence to support this assumption. It is concluded that although some children do consume alcoholic lemonades, perhaps to the point of drunkenness, other drinks, notably white cider, fruit wine and vodka, are more strongly associated with such behaviour.

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