Schumer questions marketing of alcohol-energy drinks

ALBANY - Sen. Charles Schumer is urging the Federal Trade Commission to investigate the marketing of flavored alcoholic beverages with caffeine that appear to be explicitly designed to attract underage drinkers.

In a letter to FTC Chairman Jon Leibowitz, Schumer said yesterday the colorful cans are also designed to befuddle parents and police with labels resembling nonalcoholic energy drinks. He said popular drinks such as Joose and Four Loko also use very small print to disclose alcohol content of up to 12 percent, about twice that of beer.

Michael Mikhail, chief executive of United Brands Co. of La Mesa, Calif., which makes Joose, said the company markets through beer distributors and targets consumers who can drink alcohol legally. "We don't condone nontraditional marketing. We position our product toward at least the age of 21 and older," Mikhail said. "We do not target college kids. We don't condone it."

Schumer (D-N.Y.) said 24-ounce cans of Four Loko and Joose are designed to appeal to younger consumers. They come in flavors such as grape and orange and can cost as little as $2.50 a can.

"It is my understanding that caffeine-infused, flavored malt beverages are becoming increasingly popular among teenagers," Schumer wrote in his letter.

"The style and promotion of these products is extremely troubling. Frankly, it looks to me as if manufacturers are trying to mislead adults and business owners who sell these products, while at the same time actively courting underage drinkers. This type of marketing is, at minimum, grossly irresponsible."