Viagra Pops

Richard J B Willis

BUC Health Ministries Director

Alcopops caused a storm of protest when they were introduced by the drinks industry and targeted at young people. Now, recognising the loss of libido associated with drinking alcohol, the manufacturers have added a new twist to drinking by adding aphrodisiacs in a special blend for use by young people.

The publicity for the new drink – Roxxoff – describes it as 'a sensational scientifically blended concoction of potent and proven aphrodisiacs' that could lead to 'a generation of randy super beings'. Viagra will not in fact be found in the mixture which has an alcohol content of 5.4 per cent. Although colloquially christened 'Viagra' the drink contains a selection of Chinese herbs having a similar effect on the body.

Roxxoff hits the bars this summer and is expected to be an immediate market leader. The introduction of the drink breaches the code agreed by the drinks industry front organisation, the Portman group, which states that drinks and drinks' packaging should not be associated with sexual success or enhancing physical capabilities. Lynch Wines, the manufacturers of Roxxoff, justify their bold approach by saying that since young people go to clubs seeking sex they are merely being helped on their way!

Last year's sales of alcopops grossed more than £2Bn so the sales potential of Roxxoff is enormous. There is little concern therefore by the drinks industry that many young people are engaging in binge drinking and practice unsafe sex. Agencies that deal with alcohol use and abuse are concerned that as alcohol is already a factor in unwanted sexual encounters if the product lives up to its publicity it will cause untold harm and heart-break.

Marketing drinks especially for young people and totally ignoring other health promotion information in such a cavalier manner shows that voluntary measures by the drinks industry to regulate themselves is little more than a joke when it comes to making money. Young drinkers per capita expenditure on alcopops last year was £33. Irish youth spent £49 a head but only because the drinks are more expensive in Ireland.

With such a clear breach of code in advertising, and the health consequences of alcohol-driven sex, it is important that the Department of Health and/or the Home Office (which controls the licensing aspects of alcohol) be asked to step in and ban the sale of Roxxoff. Numerous reports already show that teenagers regret having unprotected sex whilst under the influence. These new sweet-tasting drinks mask the taste of alcohol and hence might be a trap for the unwary. Help youth to stop before they start by mentoring a fulfilled life without alcohol use.

© The Stanborough Press