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Red Stripe Criticized for Marketing Gross Soda Beer to Underage Girls

on 11/11/13 at 10:50 am

Booze News

tumblr_mugwj0qTGq1r0wexbo1_500Red Stripe, that oddly-bottled Jamaican beer your annoying hipster friend is more likely to order after everyone else has ordered some banal domestic brew, has gotten into trouble over its marketing strategy for the cloying new beverage Red Stripe Burst, a raspberry-flavored illness inducer the company is pitching to 18 to 24-year-old women. But wait, isn’t the drinking age in America still 21?? It sure is, which is why concerned parents in America are busy this weekend expressing their outrage at Red Stripe.

In Jamaica, the legal drinking age is 18, but Red Stripe has come under fire in the US for Burst, a beverage that belongs to a family of fizzy, sweet booze-sodas the advocacy group Alcohol Justice describes as “cocktails on training wheels,” and, more reminiscent of candy cigarette criticisms, a “recruitment-driven” beverage. The logic is that beverages like Burst, Mike’s Hard Lemonade, and Smirnoff Ice accustom the reluctant young drinker to the pleasures of booze, thereby paving the way for a future of recreational drinking that ends with the inevitable nightly bottle-and-a-half of Chardonnay paired with reheated Tupperware spaghetti. Alone. Watching Homeland.