Background
Alcopops were introduced to the market over 20 years ago. Initially these products were labeled as “low-alcohol refreshers” but had approximately 5-7% alcohol by volume (ABV), more than many beers.¹ In the past decade, supersized alcopops have been introduced to the market with 8-15% ABV.

Definitions, Terms and Brands
There is no standard definition for alcopops. In research and policy articles, these sweetened, fruit-flavored, malt-based alcoholic beverages have been described as coming in “colorful, child-oriented packaging.”²

The range of terms may include “malternatives,” RTDs (ready to drink), FABs (flavored alcoholic beverages), flavored malt beverages (FMBs), designer drinks and high-strength (HS) premixed beverages.

While not an exhaustive list, many of the common brands sold in Oregon include:
Some common brands include:

 

Most of these brands have additional branding options that include supersized packaging and/or high ABV options like BuzzBallz Biggies (1.5-1.75L and 15% ABV), Mike’s Harder Lemonade (8% ABV in 12 – 23.5oz cans), White Claw Surge (8% ABV in 19.2oz can) and Smirnoff Ice Smash (8% ABV in 23.5oz can).

Data
National 2025 data found that 29.2% of 12th graders who reported alcohol use within the past year consumed alcopops.³ In Oregon, hard seltzers or flavored malt beverages (alcopops) are the most frequently consumed alcoholic beverage by teens aged 15-18.⁴

The Problem
Prevention researchers have long asserted that alcopops are designed for and marketed to youth, with viral social media campaigns and colorful packaging plus “sweetness and flavoring [to] hide the taste of alcohol.”⁵

These high-ABV products are typically sold in single-serving supersized containers. Drinking a single 24 oz can of Joose at 12% ABV is similar to drinking roughly four standard 12 oz beers (typically 4 – 5% ABV). And though 200ml BuzzBallz is not supersized, the alcohol is equivalent to roughly 2-3 standard 12 oz beers though it’s about half the volume.

These single-serving low-cost products are available in convenience stores, gas stations, grocery stores and pharmacies across Oregon. Youth find new ways to purchase alcohol through online delivery and self-checkout.⁶

To be clear, prevention is working. Alcohol use is down in Oregon youth overall, dropping from 9.1% in 2020 to 5.0% in 2025.⁷ But the patterns of use are extremely troubling for youth who choose to drink. Of Oregon students who report 30-day alcohol use, over one-third (35.8%) of 8th graders and nearly half (49.2%) of 11th graders report binge drinking.

In Oregon, one specific alcopop product may be involved in a growing number of alcohol-involved Emergency Department (ED) and Urgent Care (UC) visits among youth ages 10-20.⁸ In 2024, there were 25 ED/UC visits associated with this popular alcopop product, 53 in 2025, and 26 in 2026 to date, on pace to exceed 100 visits in 2026. In 2026 thus far, the novel product was mentioned in 8% of all youth alcohol-related visits vs. only 2% in 2024. Visits among adults aged 21+ followed a similar trend with 52 novel product-related visits in 2024, 147 in 2025, and 44 in 2026 YTD, on pace to reach 176 in 2026.

¹ American Medical Association (2004), “Alcopops and Girls: Fact Sheet”

² Ibid

³ Miech, R. A., Patrick, M. E., O’Malley, P. M., Jager, J. O. and Jang, J. B. (2026). Monitoring the Future national survey results on drug use, 1975–2025: Overview and detailed results for secondary school students. Monitoring the Future Monograph Series. Ann Arbor, MI: Institute for Social Research, University of Michigan. Available at https://monitoringthefuture.org/results/annual-reports/

⁴ Oregon Health Authority. Unpublished OYSO data. Contact information available at: https://www.oregon.gov/oha/ph/diseasesconditions/chronicdisease/datareports/pages/oregon-youth-survey-online.aspx

⁵ The National Center on Addiction and Substance Abuse at Columbia University (2003), “Teen Tipplers: America’s Underage Drinking Epidemic”

⁶ Rossheim ME, Treffers RD, Sparks AC, et al. (2025). “The Evolving Alcohol Landscape: Implications for Public Health and Policy.” Journal of Studies on Alcohol and Drugs. 86(3):323-329.

⁷ Oregon Student Health Survey (2020-2025), Oregon Health Authority. Available at: https://www.oregon.gov/oha/ph/birthdeathcertificates/surveys/pages/student-health-survey.aspx

⁸ Researchers assessed the ESSENCE database that tracks Emergency Department/Urgent Care for a specific alcopop product that has recently featured in TikTok challenges and been acquired by an established spirits brand. Information on the ESSENCE database is available at: https://www.oregon.gov/oha/ph/diseasesconditions/communicabledisease/preparednesssurveillanceepidemiology/essence/pages/index.aspx