Sir, - Having worked for the last decade in the alcoholic beverage industry, I find the demonisation of alcohol by neo-prohibitionists 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 hunter-gathering 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 day-today 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.