Source: Irish Times
Contact: lettersed@irishtimes.ie

Letters to the Editor

ALARM ON ALCOPOPS

Sir, Having worked for the last decade in the alcoholic
beverage industry, I find the demonisation of alcohol by
neoprohibitionists to be somewhat distasteful. While it is sad
that many young people below the legal age are consuming
these potent, sweet cocktails, I believe the root of the problem
is not the marketing and advertising by the drinks companies.
Instead ,it is a far more fundamental issue relating to the
socialisation and education of our children. It is rare to find a
culture on our planet which does not make alcohol for human
consumption. Fermentation of grain and fruit extracts is basic to
agricultural societies. Mastering this process was fundamental
in the transformation of earlier huntergathering cultures to
sedentary agronomic communities.

More than any other substance, alcohol has been involved in
meetings of extreme cultural significance, typically used to
celebrate milestones in achievement (political, religious,
sporting and social events). Alcohol is fundamental to the early
development of Christianity.

The medical benefits of moderate alcohol consumption (for
most people) outweigh the risks by far. Most people do not
have a problem with alcohol.

Given these facts, why, when we speak about alcohol to young
people in this (and most Western) culture, is it always
demonised? Why does no one speak about the history and
benefits of alcoholic beverage consumption? Why do we only
speak of the risks? I believe we underestimate the intellect of
our youth. In one breath we say, "Just say no!". And in the next
we say: "I'm off to the pub, won't be late." What kind of mixed
message does this send?

Our youth will experiment with alcohol regardless of what we
say or how we attempt to program them. A safer approach to
our children's first encounter with its narcotic effects would be
to approach the problem realistically. When my child is old
enough, say 13 or 14, I will sit her down and have a couple of
drinks with her in the privacy of our home. I will explain why
we are doing this, what we are consuming, and what she can
expect to feel over the coming minutes as the effects take
place.

I will explain to her the reasons why people consume alcohol. I
will also warn her of the risks and the signs of dependency and
addiction. I will encourage her to avoid indulging in alcohol until
she feels she is adult enough to be responsible for her own
actions. As a parent and a realist, I would much rather her have
this experience with me and her mother, free from the
pressures of her peers and safe from the temptations and
dangers of our daytoday lives. I will also demonstrate respect
of her capacity for independent and rational thought. Respect is
always a two way street.

Finally, while it is unfortunate that the drinks companies target
such a young market with their campaigns for these alcopops,
do you honestly believe that this is one of the primary reason
that young people consume alcohol? Yours, etc.,

LIAM McKENNA, Head Brewer, Dublin Brewing
Company, Smithfield, Dublin 7.