NATIONAL
LIQUOR NEWS – July 2006
Some myths exposed by Gordon Broderick
There are many misconceptions in relation to spirits circulating in the community and in this month’s editorial I want to dispel two of them.
Spirits are stronger than other alcohol drinks
What is heavier, a pound of lead or a pound of feathers? Do you remember this one as a kid? Nine out of ten children would answer that lead is heavier. Let me recast this riddle. What is stronger, spirits or beer? Nine out of ten adults would still probably answer spirits.
Beer, wine, and spirits may look and taste very different, but by the way we serve them, they all have one thing in common – they all contain the same amount of alcohol.
For example: a standard drink of full strength beer contains 285 mls; wine 100mls; and spirits 30mls. While they are served in different sized glasses because of their differing alcohol strengths, all three standard drinks contain the same amount of alcohol (10 grams) and they all produce the same effect.
In fact some of your customers may be surprised to learn that a standard drink of beer has the same effect as a standard drink of Scotch, either straight or with a mixer.
Several surveys conducted in the US show an alarmingly high level of misunderstanding about the equivalent alcohol content of beer, wine and spirits. I have good reason to believe that if such studies were conducted in Australia, they would yield similar results.
In a survey conducted in the US, only 39% of adult Americans correctly stated that a standard drink of beer, wine or spirits contained the same amount of alcohol. Moreover, 53% thought that a standard mixed drink – spirits and a mixer – contained more alcohol than a standard drink of wine.
Perhaps of more concern were the results of a survey conducted among young people. This revealed that 80% did not know a standard drink of beer, wine or spirits had the same alcohol content and 55% were unaware that a standard drink of beer and a standard drink of wine contained the same amount of alcohol.
RTDs are aimed at young women
In a recent article that appeared in the Courier Mail a journalist asserted that RTDs “now contain up to 9 per cent [alcohol] and are aimed directly at young women”. This is perhaps one of the most inaccurate and enduring myths surrounding RTDs.
In fact over 75% of RTDs sold are dark spirit based – bourbon, rum, or whiskey – and are preferred by males aged 24 and over. The white spirit based segment as been reasonably static over the past few years. Also, as far as I am aware, there is only one RTD on the market that contains 9% alcohol, and that is a bourbon & cola costing over $4 per can – hardly aimed at young women.
The Alcohol Beverages Advertising Code (ABAC) represents world’s best practice in regulating alcohol advertising. A centre piece of ABAC is that alcohol advertisements must present a mature, balanced and responsible approach to the consumption of alcohol and must not encourage under-age drinking.
Finally, as a result of a recent study which sought to link taste perceptions of RTDs to alcohol consumption patterns, the popular media reported that milk based RTDs were aimed at young persons. However, a closer examination of the study actually showed that in the blind testing of milk based RTDs males over the age of 18 showed a generally stronger taste preference for these products than underage drinkers!
