Whiskey in a can?

Kids Count

Some time ago, I chronicled how alcohol producers were bad citizens for producing alcopops like “Four Loco” and others that were so obviously aimed at underage drinkers.

Just when I thought that alcohol producers and their ostensibly missing in action regulators couldn’t get any more outrageous, they have.

Soon, it may be possible to purchase a 12-ounce drink that has eight shots of whiskey in it.

Eighty-proof whiskey is being produced in the same flip top cans that soda sometimes comes in. The non-resealable can of course encourages the consumer to drink the entire content of the can.

Just to put this in perspective, a 160 pound man who drank one can in an hour would have a blood alcohol level of .18 to .22, enough to cause significant motor impairment, loss of memory and blackouts.

Whiskey, especially expensive whiskey, is almost exclusively the drink of adults. First of all, it is expensive when compared to beer or wine. A single bottle of good whiskey can cost over a hundred dollars such as Middleton’s Irish Whiskey, a Forbes list top ten at $139 a bottle. I doubt that there are more than a handful of teenagers that even know this whiskey exists.

Expensive whiskey makers don’t aim advertisements at children. Could it be that some advertising genius started reading about underage drinkers and a light bulb went off in his head, because underage drinkers are often under the scrutiny of adults. When they drink they must consume as much alcohol as they can in the shortest amount of time.

Move over Four Loco and other dangerous alcopops, there are a new and even more ridiculously lethal drink that underage drinkers will undoubtedly seek out, whiskey in a can.

A can with eight shots of high octane, 80 proof whiskey. Given the alcohol punch in each can, the $5 price tag is a bargain when you factor that the purchaser is getting the same amount of alcohol that they would in eight cans of beer.

Reach the writer at hurlburt@wildblue.net

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