Clever alcohol packaging encourages underage consumers -

Clever alcohol packaging encourages underage consumers

Many cleverly packaged alcoholic drinks are winding up in the hands of teenagers.

Cathi Neesam with Keystone Prevention says it's getting tougher for parents and police to determine the difference from some of the marketing ploys alcohol companies are using.

"They're always coming up with new and creative ways to market their products to try to get youth and adults," said Neesam.

For example, one looks like a stainless steel water bottle you can buy at any store. But if you look closer, it's vodka - and the label can be peeled right off.

Another bottle at first glance looks like a perfume bottle from the color of the liquid and packaging, but if you look at the bottom in little tiny letters, it's actually alcohol.

One even looks like a fire extinguisher with proper color and nozzle, but look closer and it's actually a bottle of vodka.

'Adult' chocolate milk, candies, alcoholic energy drinks, flasks that look like cell phones - the list goes on and on. Captain David Dover says parents - as well as officers - need to get up to speed on what these packaging techniques look like.

"We'd love to stay one step ahead and we do try that as much as we can, but the reality is things are changing kind of like computers. Computers change every day, so we try to stay with the changes as they come," said Dover.

Twenty percent of the alcohol consumed in America is by minors. Neesam says parent involvement is vital "because it opens their eyes to what their kids see."

Those fighting to keep alcohol out of underage hands say it's a constant battle because the trends of today will be gone soon, and next year there will be a new trend that will vie for the attention of teenagers.

Copyright 2011 America Now. All rights reserved.


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