Alcohol: the Next Sports Drink?
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Low Carb Skyy Sport, Health Beverage or Alcohol Beverage?
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What they say:
"Beer advertising and marketing activities should not associate or portray beer drinking before or during activities which require a high degree of alertness or coordination."
- Beer Institute Advertising & Marketing Code
"Miller Brewing Company supports the letter and spirit of the Beer Institute Advertising and Marketing Code."
- Miller Brewing Company Web site
What they do:
Miller Brewing Company and Skyy Spirits teamed up to create Skyy Sport-a carbonated, fruit-flavored, low-carb malt beverage targeted at active lifestyle consumers. Recent ads feature models sporting athletic gear and Skyy Sport. This product and its ad contradict the Beer Institute Advertising and Marketing Code and ignore a couple of dangerous effects of alcohol use-slower motor skills and dehydration. Alcohol plus exercise is a recipe for a trip to the hospital, not a trip to the gym. Does Miller really want people to drink Skyy Sport and jump in the ring?
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