Alcopops: a global perspective on the new category of alcoholic beverage

Abstract

Purpose The purpose of this paper is to explore the history, classification, regulation, the current market and consumer trends and health effects of alcopops. Design/methodology/approach The articles reviewed were selected based on the following key descriptors such as alcopop, history, classification, types, production and consumption trend, health benefits and adverse effect. Findings “Alcopop” is a collective term used to refer to flavored alcoholic beverages (FAB), also known as malt alcoholic beverage; ready-to-drink beverage (RTD); pre-packaged spirit or premium packaged spirit; high-strength (HS) pre-mixed beverage; pre-mixed caffeinated alcoholic beverage or alcoholic energy drink, etc. Alcopops were introduced into the market in 1990s. Starting with the introduction of FAB in the form of wine coolers, a large number of alcoholic beverages have been introduced. FAB are sweet, containing relatively low alcohol content and especially designed for the young drinkers also called the “entry-level” drinkers. They are popular among young and underage drinkers, teenage girls particularly, and the industries use packaging materials and marketing strategies that appear to target the youth. These products are now marketed globally, and their production, classification and marketing vary by country based on national regulatory restrictions. In countries such as USA and Australia, the industry represents that the products were malt beverages for regulatory purpose which were found to be false as other products were derived from distilled spirits. The product has no health benefits so far, the government need to reform their regulations and include new definitions of alcopops with available restrictions that would be practice at both national and state levels until and unless there have been another scientifically approved method of production through which the beverage could be beneficial for human consumption. Originality/value This is a unique and comprehensive review that will provide a brief overview of alcopops, i.e., a global perspective on the new category of alcoholic beverage.