Click here to close now.

SYS-CON MEDIA Authors: Bob Gourley, Mike Kavis, Elizabeth White, John Treadway, SmartBear Blog

News Feed Item

Alcopops Voted Down In Novato

City Council Unanimously Supports Alcopop-Free Zone Campaign

City's Alcohol Retailers Encouraged to Voluntarily Stop Sales of Flavored Malt Beverages

NOVATO, Calif., Nov. 14, 2012 /PRNewswire-USNewswire/ -- Novato City Council Members took a decisive step towards protecting youth from alcopops Tuesday night when they unanimously passed a Resolution of Support for creating an Alcopop-Free Zone.  The resolution encourages the city's alcohol retailers to voluntarily stop selling dangerous, youth-attractive flavored malt beverages, also known as "alcopops."

(Logo: http://photos.prnewswire.com/prnh/20110727/DC41105LOGO)

"The number of teens that drink in our community is really high," said Lexi Simon, Novato High School senior and member of the Novato Blue Ribbon Coalition for Youth. "I have seen how easy it is for Novato teens to access alcohol.  Stepping up has turned me into a role model and it feels good to be part of a solution, rather than not caring. If Plan A doesn't work, the alphabet has 25 more letter for us to make this work."

Dangerous, youth-attractive alcopops, or flavored malt beverages (FMBs) are:

  • Pre-mixed, sweetened alcoholic drinks that taste like juice and soda
  • Packaged in brightly-colored cans, similar to energy drinks
  • Priced low enough to effectively target underage drinkers, especially young women
  • Shelved wherever beer is available – including convenience stores, gas stations, and mini-marts
  • Often supersized at up to 24 oz. single-serving containers with 12 percent alcohol – the equivalent of 4-5 beers which cannot be consumed responsibly by any age drinker
  • Encouraging underage consumption which leads to serious alcohol-related harm
  • Four Loko (Phusion Projects), Tilt (Anheuser-Busch InBev), Blast (Pabst), Smirnoff Ice (Diageo), Bartles & Jaymes (E&J Gallo), Sparks (The Steele Brewing Co), and Mike' s Hard Lemonade

"The courageous action by the Novato City Council will help keep alcohol out of the hands of Novato youth," stated Teri Rockas, former co-chair of the Novato Blue Ribbon Coalition for Youth.  "This is exciting! With this resolution, the Coalition will be well positioned to partner with retailers to remove these dangerous products - and keep Novato kids and families safe."

This past spring, the Marin County Board of Supervisors passed the country's first Alcopop-Free Zone Resolution of Support. In early September, the San Rafael City Council approved an Alcopop-Free Zone Resolution of Support.

Various retailers in San Rafael, Stinson Beach and Bolinas have already pulled most alcopops from their store shelves. Just last week the Tiburon Town Council unanimously approved a Resolution of Support urging Tiburon Peninsula alcohol retailers to stop selling alcopops.

"Alcopops are an insidious device that with the cool labeling and high sugar content really entice teenagers to drink, especially teenage girls," stated Judy Arnold, Marin County Supervisor. "I really want to congratulate you for addressing teenage drinking."

Cheryl Paddack, Executive Director of the Novato Youth Center also spoke in support: "We recognize that drinking and binge drinking here is higher than the state and the national average. As a parent and community leader I would ask the city council to approve this resolution"

"Alcopops are just a predatory marketing ploy targeted at young people across the country and the enticement they produce leads not just to drinking, but binge drinking which can lead to some very severe situations," stated Heart Fogel, a 13-year-old freshman at San Francisco University High School and a member of the Marin County Youth Commission. "We need to attack this problem at the source, by getting Alcopops off our shelves and out of our youth's lives."  

Current Alcopop-Free Zone Marin supporters now include:

  • Albert Park Neighborhood Alliance
  • Alcohol Justice
  • Being Adept
  • Families for Safer Schools
  • Healthy Marin Partnership
  • Healthy Novato
  • Marin County Board of Supervisors
  • Marin County Advisory Board on Alcohol & Other Drug Problems
  • Marin County Dept. of Health & Human Services Prevention Hub
  • Marin County Pharmacists Association
  • Novato Blue Ribbon Coalition for Youth
  • Novato City Council
  • Novato Friday Night Live
  • Novato Police Department
  • Novato Youth Council
  • Paradise Markets
  • Perry's Deli
  • Pharmacist Planning Service, Inc.
  • San Rafael City Council
  • Santa Margarita Neighborhood Association
  • San Rafael Community Coalition
  • Sober Living in Mill Valley
  • Tiburon Town Council
  • Twin Cities Coalition for Healthy Youth
  • United Markets
  • YMCA – Marin County Youth Court
  • Youth Leadership Institute
  • Youth for Justice

"Coalition efforts, campaign rallies and demands will continue at 7-Eleven and Safeway stores, and at all other alcopop retailers in Marin until the county truly is an Alcopop-Free Zone," stated Jorge Castillo, Advocacy Director for Alcohol Justice. 

The Alcopop-Free Zone Marin coalition is open to any agency or group to join their efforts to remove alcopops from the county. Please visit www.AlcopopFreeZone.us for more information.

"Marin County is proving that any community, youth or parent group can organize to create a safer and healthier environment, free of youth-attractive alcopops," stated Bruce Lee Livingston, Executive Director/CEO of Alcohol Justice. "Our vision is to see this happen everywhere in the country, and we will support all community efforts to make it happen."

CONTACT: Don Carney 415 459-9622
Jorge Castillo 213 840-3336
Michael Scippa 415 548-0492

SOURCE Alcohol Justice

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Dave will share his insights on how Internet of Things for Enterprises are transforming and making more productive and efficient operations and maintenance (O&M) procedures in the cleantech industry and beyond. Speaker Bio: Dave Landa is chief operating officer of Cybozu Corp (kintone US). Based in the San Francisco Bay Area, Dave has been on the forefront of the Cloud revolution driving strategic business development on the executive teams of multiple leading Software as a Services (SaaS) ap...
Health care systems across the globe are under enormous strain, as facilities reach capacity and costs continue to rise. M2M and the Internet of Things have the potential to transform the industry through connected health solutions that can make care more efficient while reducing costs. In fact, Vodafone's annual M2M Barometer Report forecasts M2M applications rising to 57 percent in health care and life sciences by 2016. Lively is one of Vodafone's health care partners, whose solutions enable o...
SYS-CON Events announced today that Vicom Computer Services, Inc., a provider of technology and service solutions, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. They are located at booth #427. Vicom Computer Services, Inc. is a progressive leader in the technology industry for over 30 years. Headquartered in the NY Metropolitan area. Vicom provides products and services based on today’s requirements...
The 5th International DevOps Summit, co-located with 17th International Cloud Expo – being held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA – announces that its Call for Papers is open. Born out of proven success in agile development, cloud computing, and process automation, DevOps is a macro trend you cannot afford to miss. From showcase success stories from early adopters and web-scale businesses, DevOps is expanding to organizations of all sizes, including the...
What exactly is a cognitive application? In her session at 16th Cloud Expo, Ashley Hathaway, Product Manager at IBM Watson, will look at the services being offered by the IBM Watson Developer Cloud and what that means for developers and Big Data. She'll explore how IBM Watson and its partnerships will continue to grow and help define what it means to be a cognitive service, as well as take a look at the offerings on Bluemix. She will also check out how Watson and the Alchemy API team up to off...
The IoT Bootcamp is coming to Cloud Expo | @ThingsExpo on June 9-10 at the Javits Center in New York. Instructor. Registration is now available at http://iotbootcamp.sys-con.com/ Instructor Janakiram MSV previously taught the famously successful Multi-Cloud Bootcamp at Cloud Expo | @ThingsExpo in November in Santa Clara. Now he is expanding the focus to Janakiram is the founder and CTO of Get Cloud Ready Consulting, a niche Cloud Migration and Cloud Operations firm that recently got acquir...
The 17th International Cloud Expo has announced that its Call for Papers is open. 17th International Cloud Expo, to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, APM, APIs, Microservices, Security, Big Data, Internet of Things, DevOps and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding bu...
How do you securely enable access to your applications in AWS without exposing any attack surfaces? The answer is usually very complicated because application environments morph over time in response to growing requirements from your employee base, your partners and your customers. In his session at 16th Cloud Expo, Haseeb Budhani, CEO and Co-founder of Soha, will share five common approaches that DevOps teams follow to secure access to applications deployed in AWS, Azure, etc., and the frict...
SYS-CON Media announced today that John Treadway’s blog has exceeded 475,000 page views. John Treadway, Vice President at Cloud Technology Partners, has surpassed 475,000 page views on the SYS-CON family of online magazines, which includes Cloud Computing Journal, Internet of Things Journal, Big Data Journal, Microservices Journal, and several others. His blog home page at SYS-CON can be found at JohnTreadway.SYS-CON.com.
ProfitBricks has launched its new DevOps Central and REST API, along with support for three multi-cloud libraries and a Python SDK. This, combined with its already existing SOAP API and its new RESTful API, moves ProfitBricks into a position to better serve the DevOps community and provide the ability to automate cloud infrastructure in a multi-cloud world. Following this momentum, ProfitBricks has also introduced several libraries that enable developers to use their favorite language to code ...
SYS-CON Events announced today that Column Technologies, a global technology solutions company, will exhibit at SYS-CON's DevOps Summit 2015 New York, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. Established in 1998, Column Technologies is a leader in application performance and infrastructure management for commercial and federal markets. The company is headquartered in the United States, with a diverse and talented team of more than 350 employees around th...
SYS-CON Events announced today that Blue Box has been named “Bronze Sponsor” of SYS-CON's DevOps Summit New York, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. Blue Box delivers Private Cloud as a Service (PCaaS) to a worldwide customer base. Built on a technology platform leveraging decades of operational expertise in cloud and distributed systems, Blue Box Cloud is a managed private cloud product available in both hosted and on-prem versions. Each Blue Box ...
SYS-CON Events announced today Sematext Group, Inc., a Brooklyn-based Performance Monitoring and Log Management solution provider, will exhibit at SYS-CON's DevOps Summit 2015 New York, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Sematext is a globally distributed organization that builds innovative Cloud and On Premises solutions for performance monitoring, alerting and anomaly detection (SPM), log management and analytics (Logsene), search analytics (S...
SYS-CON Events announced today Isomorphic Software, the global leader in high-end, web-based business applications, will exhibit at SYS-CON's DevOps Summit 2015 New York, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Isomorphic Software is the global leader in high-end, web-based business applications. We develop, market, and support the SmartClient & Smart GWT HTML5/Ajax platform, combining the productivity and performance of traditional desktop software ...
SYS-CON Events announced today Arista Networks will exhibit at SYS-CON's DevOps Summit 2015 New York, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. Arista Networks was founded to deliver software-driven cloud networking solutions for large data center and computing environments. Arista’s award-winning 10/40/100GbE switches redefine scalability, robustness, and price-performance, with over 3,000 customers and more than three million cloud networking ports depl...