Article: The cooler illusion. (wine, beer, and liquor coolers)

The Cooler

A my Jobin, a high school student in Illinois, says, "Lots of my friends drink wine coolers at parties. They're a kind of sophisticated, intimate drink. They're not quite as expensive as beer, and they have a sweeter taste."

Mike Bruni, a junior at Purdue University, was surprised to find out that coolers are higher in alcohol than beer.

"Everyone knows [coolers] have alcohol, but they don't necessarily take drinking a cooler as seriously as they would a beer," he says.

These impressions are not accidental.

Coolers look like sodas, they taste like sodas, and they're marketed like sodas. And, if the alcoholic beverage industry has its way, ...

Related newspaper, magazine, and journal articles:

Newsweek Harper's Magazine The Washington Post Chicago Tribune Crain's Chicago Business PRNewswire Pediatric News The Nation Advertising Age The Economist (US) A FREE trial gives you access to over 80 million articles! Access over 6,500 publications with a FREE trial!