01 June, 2007

Japan: Japanese 'beer' ads targeting kids

A Japanese beverage company is marketing fake alcoholic drinks to children to make them feel grownup and included in the country's culture of group drinking, News.com reported June 1.

The Sangaria Company has been selling its non-alcoholic beer for years and recently expanded its range to include junior versions of wine, champagne and cocktails.

The beer, which is said to taste like apple juice and is available in restaurants in Japan, is packaged in authentic-looking six packs, fizzes and has a head on it.

The ads in Japan, which have appeared on YouTube, show children as young as three sipping the "beer" at parties, singing and swaying to a catchy tune.

In Britain, a spokeswoman for alcohol treatment charity Addaction said: "Marketing fake alcohol to children to make them feel "grownup” could encourage them to experiment with alcohol at an earlier age".

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