The committee said in its advance notice of the hearing: “Such advertising is believed to target young people by promoting alcoholic beverages that look and taste like soft drinks, and uses imagery that appeals particularly to youth.”
US: Local pressure on RTD advertising mounts
The New York legislature is stepping up its efforts to restrict advertising of ready-to-drink alcoholic beverages. Last week, the Assembly's Committee on Alcoholism and Drug Abuse held a hearing last week to determine if ads for RTDs such as Mike's Hard Lemonade and Smirnoff Ice target underage drinkers.