Liquor companies have been quietly targeting alcopops at young drinkers, and teen aged girls have been huge buyers of the drinks. It is estimated that almost half of all the alcopops sold are drank by under age drinkers, and the State of California hopes that by increasing the price, and decreasing the availability, the harm of this insidious liquor company practice can be reduced.

Alcopops, the name sort of says it all, these are not drinks marketed towards adults; and in an effort to lessen the appeal of these alcoholic "pops", California is voting on a bill that will increases the taxation level on these drinks, and by raising the price a couple of dollars on a 6 pack, make them far les appealing to underage drinkers.

Liquor industry lobbyists have been working hard to scuttle the bill that looks set to pass, and it's not surprising that liquor company executives would be concerned by a move set to take away an estimated 49% of sales that are currently coming from underage drinkers.

Alcopops, through massive advertising campaigns in which young and attractive people are shown enjoying the drinks, are perceived to be less harmful and easier to take than other types of alcohol, and the drinks have proven especially appealing to teen aged girls. With research indicating that the younger a person starts drinking, the greater their probability of ultimately developing an addiction to alcohol, the State's move seems to be a great step in the right direction.

Currently taxed under "malted beverages" status, the drinks will soon be taxed more strictly when newly classified as a form of liquor. In addition to the price increases, the drinks will also be on sale at far fewer locations, and supermarkets and convenience stores will no longer be able to carry the drinks.

Addictions experts forecast that the taxation modification will have a huge impact on the alcopop consumption by under aged drinkers, and estimate that the move will save 21 teen aged lives per year, and save the state hundreds of millions of dollars in costs associated with under aged drinking.

I seethe quietly (OK not so quietly!) when I think about alcoholic drinks being target marketed at our kids, and when I consider all the destruction that an addiction to alcohol has cost me, and so many others, I applaud the State of California for taking some steps to regulate the disturbing practice of making alcohol appealing to under aged drinkers.