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Booze Pouches Let You Guzzle Like a Toddler

"Squeezable Vessels Are Convenient, Appealing to Young Drinkers" boast marketers of the popular new pouches.

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By May Wilkerson

09/11/12

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Mixing nostalgia for childhood with the thrill of drinking-on-the-go, or just plain laziness, may explain a new trend in which adults are buying pre-mixed cocktails in baggies that resemble children's juice boxes. Alcohol companies such as Smirnoff, Arbor Mist, and Parrot Bay have already marketed their own brands of portable cocktails in brightly-colored pouches—for those who find regular liquor bottles too cumbersome (not to mention stigmatizing) to carry around, as well as for those who find mixing drinks too onerous and time-consuming. And the pouches are selling like hot cakes—sales jumped 153% to $154 million in the year ending June 23, and convenience stores like Walgreens are increasingly jumping on the pouch-wagon. The companies' intention to make the product appeal to a younger demographic seems to have been successful. One young blogger raves: "there’s nothing stopping you from popping one in yourself (except maybe your date of birth, but hey, that’s what Bigs and RAs are for). So just grab a few, freeze them overnight and get yo’ illegal classroom-drank on the next day—all without ever using a blender or fake ID."

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