"Passion Potions" Aim to Attract Young Drinkers March 25, 2003
News Summary
On the heels of the popular "alcopops," the alcohol industry in Britain is getting ready to market a new range of alcoholic drinks billed as "potent and proven aphrodisiacs," the U.K.'s Observer reported March 23.The new drinks, which are expected to hit United Kingdom bars this summer, target young clubbers. Dubbed "Viagra pops," the drink concoctions are expected to generate sales of more than five million cases in the first year alone.
"This is what everyone in the business is talking about," said one insider. "For months now, firms have been trying to get the blends right in time for the warm weather."
Most of the drinks rely on Chinese herbs. For instance, Surrey-based Lynch Wines is launching Roxxoff, a blend of Chinese aphrodisiacs, vodka, and passion fruit. The drink has an alcohol content of 5.4 percent.
The product's promotion claims a "sensational scientifically blended concoction of potent and proven aphrodisiacs that could lead to a generation of randy super beings."
The new products are being challenged by groups that focus on the responsible use and sale of alcohol. The Glasgow-based Alcohol Focus has called for a ban on Roxxoff.
"Roxxoff, sends out a completely irresponsible message to the young drinkers it is aimed at and will only increase the likelihood of binge drinking and unsafe sex," said Jack Law of Alcohol Focus. "The industry code of practice states any drink or its packaging should not suggest any association with sexual success or that it can enhance physical capabilities."
The group Alcohol Concern fears that the drinks could lead to an increase in date rape and teenage pregnancies. "We would like to see these banned, whether they improve sexual performance or not," a spokesman said. "Lots of surveys have suggested teenagers regret having unprotected sex when drunk, so this is worrying."
In response to the criticism, a spokesman for Lynch Wines said, "Many young people go to clubs and bars to meet people with a view to having sex. We are just helping them on their way."
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