Sparks over Spykes

A new Anheuser-Busch product is under fire from consumer groups that say its target market is teens.

Spykes is a flavored malt beverage packaged in a 2-ounce bottle. Containing 12 percent alcohol, Spykes can be mixed with beer and other drinks or consumed as a shot.

The colorful liquids are packaged in bottles that look a lot like mouthwash samples and are often placed near liquor store cash registers where consumers will easily notice them.

Available in 30 states, the product has been in stores for about a year and is available in Cape Girardeau liquor stores.

Critics say the packaging targets underage drinkers, a charge Anheuser-Busch adamantly denies.

"We do feel like it is being targeted to our youth," said Alicia Ozenberger, project manager for Missouri's Youth/Adult Alliance Against Underage Drinking.

Ozenberger said the product's fruity flavors of lime, mango and melon combined with popular energy drink components such as caffeine, guarana and ginseng attract teens because they are the major consumers of energy drinks.

Ozenberger accused the St. Louis-based brewery of lining up its next generation of consumers by targeting them before the legal drinking age with novelty drinks that are appealing to youngsters. "We are frightened with stuff like that when it comes on the scene," she said. "Our kids notice that stuff more than an adult would."

Ozenberger said the Jefferson City, Mo.-based organization fights myriad alcohol beverages that appear to be attractive to children, including Mike's Hard Lemonade and others. She wants liquor manufacturers to be more responsible in their manufacturing and marketing of alcoholic beverages.

"Smaller packages have fruity flavors that kids don't realize have alcohol in them," she said. "The best thing is to not make them in fruity flavors with fun, hip names."

A Central High School sophomore who wanted to remain anonymous said teens would be attracted to products like Spyke due to the variety of flavors and the fact they can be consumed like a shot.

"I also have heard of some of my friends and people that I know drinking some of these, such as Tilt, and that they are common among younger people," she said.

Tilt and Sparks are other popular flavored malt beverages on the market today, and are sold in pint-sized cans in liquor stores. They also contain caffeine, ginseng and other ingredients.

Cape Girardeau school resource officer Adam Glueck said the issue of novelty drinks should be addressed. As recently as this past weekend, police responded to a call about a high-school student who had wrecked her car while under the influence, Glueck said.

"I do think that is a problem," he said.

Francine I. Katz, vice president of communications and consumer affairs at Anheuser-Busch, called such criticisms misinformation spread by "fear-mongering, anti-alcohol groups."

In a written statement, Katz said Spykes targets contemporary adult consumers 21 years or older who are looking for innovative alcoholic beverages that fit their active lifestyles.

"Spykes responds to that customer demand," Katz said, adding that alcohol drinks packaged in tiny containers are nothing new. In fact, Spykes' alcohol content is far less than that found in hard liquor beverages already on the market, she said.

Katz said responsibility for preventing underage drinking belongs to parents, retailers and police.

"The way to prevent underage drinking is not by limiting product choices for adults," Katz said. "Rather, the solution is to prevent youth access to alcohol by training retailers to properly check IDs, supporting law enforcement and encouraging parents to set rules and consequences for their sons and daughters."

Since 1982, Anheuser-Busch has invested more than a half-billion dollars toward combating alcohol abuse, including underage drinking, Katz said.

carel@semissourian.com

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