What looks like a fruity drink in a colorful can may actually contain the equivalent of a six-pack of beer — and most people have no idea.

In this episode of The Shift, USAPA CEO Mike Marshall explores the hidden dangers of supersized "alcopops" — sugar-sweetened, high-alcohol products designed to go down easy but hit hard. Joined by alcohol researcher Dr. Matthew Rossheim, they unpack how these products are marketed, who they reach, and why they're linked to some of the most concerning alcohol-related harms in the U.S.

Guest Bio

Dr. Matthew Rossheim is a public health researcher and expert in alcohol marketing and policy. His work focuses on high-alcohol-content products like alcopops and their disproportionate impact on youth, injury, and violence.

Key Takeaways

✅ Alcopops are designed to taste like soda or energy drinks — making it easier for young and inexperienced drinkers to consume large amounts of alcohol quickly.

✅ Some products contain up to six standard drinks in a single can — the equivalent of a binge-drinking session.

✅ Research shows underage drinkers disproportionately prefer these products due to their taste, price, and availability.

✅ Supersized alcopops are among the cheapest sources of alcohol per drink — increasing risk among youth with limited income.

✅ Emerging research suggests these products may play a role in alcohol-related violence, including sexual assault involving minors.

✅ Policy solutions — including limiting alcohol content, restricting availability, and increasing price — can significantly reduce harm.