Blog: Peer pressure on ‘pops tax
Olly Wehring | 14 December 2006
You could write a movie about it –Californian high school students revolt against the alcohol industry to save their peers from excessive drinking.
It would be real-life too, not fiction, because four Sacramento high school students testified this week before the California State Board of Equalization (BOE) in a bid to reduce underage drinking by increasing the taxes collected on RTDs.
The youngsters are also unhappy with the nature of alcopop ads that focus on flirting and partying - both popular past-times for some, but evidently not all, senior students.
In such a movie, brands like Smirnoff Ice and Bacardi Silver would play their parts, facing price hikes if the increases went through. The Californian tax board would be the ‘baddies’, as would other state officials… Enter Governor Schwarzenegger for a starring role.
The teens say that alcopops, which are currently taxed at the same rate as beer in California, contain distilled spirits and should therefore be taxed at the higher rate.
They propose spending the increased state tax revenue on organisations like California Friday Night Live Partnership, Students Making a Community Change, and California Youth Council, which help youngsters avoid alcohol abuse and drink driving.
The BOE yesterday agreed to review the situation, but added that RTDs “are defined by Federal regulations as malt beverages in which the majority of alcohol is the product of brewing”.
Perhaps a happy ending is not yet guaranteed for these enterprising teens?
For those people looking to the Red Planet as shining utopia away from all things earth, look away now....
Bacardi's 42 Below vodka brand has found a novel way to use the lemons left over from cocktail-making: Turn them into liquid soap....
Philadelphia’s soda tax came into force on Sunday, and is reportedly causing a stir in the city's check-out aisles....
Earlier this month, I was most-kindly invited by Accolade Wines to visit the Royal Albert Hall in London. The reason? They wanted to see a tennis great in action, and then give them a guided tour thro...
- Drinks industry's gender failure - Consumer Trends
- Has the politics of M&A changed? - Analysis
- Fruit-flavoured beer? Think of the kids - Comment
- Most Valuable Spirits Brands in 2017 - The facts
- Gallo's vineyard footprint in California - The map
- Anheuser-Busch readies US executive switches
- Brexit paperwork offers alcohol smuggling opp's
- Asahi’s Peroni Ambra - NPD
- Irish whiskey hails bid to relax distillery sales
- Heineken snaps up Stellenbrau craft brewery
- Central and East Europe Report Package
- Battle of the Generations - The fight for iGen, Millennial, Gen X and Baby Boomer consumers
- Global vodka insights - market forecasts, product innovation and consumer trends
- The Next Seven Big Beverage Markets
- Global RTD insights - market forecasts, product innovation and consumer trends