Since the introduction of flavored alcoholic beverages in the 1980s, the alcohol industry has engaged in targeted marketing efforts toward youth in general, and especially young women (Mosher and Johnsson 2005). Products with sweet fruity flavors, colorful appearance and packaging, as well as lower alcohol content are designed to appeal to young women. Fruity drinks mask the taste of traditional alcoholic beverages with the sugary flavors of soft drinks (Mosher and Johnsson 2005), making them more palatable for this consumer market. Although the alcohol industry claims that its marketing strategies target adults ages 21–29, products like flavored alcoholic beverages remain attractive to younger drinkers.
