“It’s cool to be seen knocking back the odd shooter or two 

Brutal Fruit. Hooch. Extreme. Klippies and Kola. Spin. Breezer. Bugs. Love Potion. Aqua.

The names say it all. It's trendy; "cool" and gives the impression that your life could change after just one of these. For the uninitiated, these are all alcoholic beverages, called coolers or shooters. They have an alcohol per volume content of 3% to 6%, they're almost sickly sweet and they're aimed at the young end of the market.

According to the companies which manufacture these drinks, the 18 to 25 age group is THE growth market and they readily admit that it's a battlefield. Because fewer young people are drinking beer, it's the cider and cooler market who want their money;

So, their advertising is aimed almost exclusively at attracting youngsters with money to spend and a taste for alcohol. The problem is that these drinks are also readily available at pizza outlets, hamburger joints and even corner cafes.

The advertising campaigns around these coolers present a lifestyle which is very attractive and enticing for young people, especially teenagers. It's the in thing to do when you drink a cooler, even if it is illegal to consumes alcohol under the age of lB.

Police say the youngsters are "drinking anything", but especially these coolers because the advertising is "so enticing". "They give the impression of a lively, colourful existence," one policeman said.” “