Posted by NEWS SERVICE on September 11, 1998 at 00:07:54:
*PLEASE* SUPPORT THIS CAMPAIGN! THE JULY 15TH DATE FOR THIS LETTER SIGNATURES HAS BEEN EXTENDED TO ALLOW MORE PEOPLE TO SIGN ON -- PLEASE DO SO ASAP!
SIGN ON AT THE WEBSITE *NOW* AT www.marininstitute.org/phatletter.html. Materials are available for gathering signatures at your next meeting, social gathering, school, work, church, etc. by e-mailing annj@marininstitute.org or via U.S. Mail:
The Marin Institute, ATTN: Ann Jefferson, 24 Belvedere Street, San Rafael, CA 94901
GET INVOLVED!
FROM: www.marininstitute.org/phatletter.html
ACTION ALERT:
Stop PHAT BOY Malt Liquor from targeting our youth!
We are seeking the signatures of concerned individuals, activists, and organizations to add to the letter below, which will be sent to Joseph Fisch, the CEO of United States Beverage, LLC (aka Phat Brewing Company) by July 15th, 1998.
Our goal is to have no less than 75 individuals and organizations signed on for this initial date of delivery. To join us, fill out the form at the bottom of this page.
Joseph Fisch, US Beverage/Phat Brewing Co., 19 South Old Kings Highway, Darien, CT 06820
Dear Mr. Fisch:
This letter represents the demand of concerned community residents, activists, and researchers throughout the country for the immediate recall of Phat Boy Malt Liquor, which was launched and is currently being test marketed by your company.
We are appalled at the audacity of your firm to market a higher alcohol content product using a term ("Phat") which has immediate positive recognition (as well as suggestive intoxicating and sexual connotations) among America's youth. According to the Totally Unofficial Rap Dictionary, "Phat" is defined as an adjective describing something that is "great or addictive" or "pretty hot and tempting." It is a term which registers instant positive recognition for the "hip-hop generation." Indeed, your advertising claims that Phat Boy is designed for the "neXt generation of malt liquor drinkers." Such a marketing campaign clearly represents an appeal to persons who can range anywhere from 14 - 16 years of age and up. Certainly, more than half of that age group falls under the legal age to consume alcohol. Additionally, studies have shown that:
Alcohol is a factor in the three leading causes of death for 15 -24 year olds (e.g., motor-vehicle crashes, homicides, and suicides)
Drivers under the age of 25 were more likely than those 25 or older to be intoxicated in a fatal crash.
Our research has also revealed that a significant portion of the product's marketing is being targeted toward college campuses. This, too, is particularly disturbing not only because most of the potential consumers are, again, under the legal drinking age, but also because:
Developmentally, the ages 18 through 21 [represent] the period of heaviest alcohol consumption for most drinkers in the United States, and within this heavy-drinking age group, binge drinking** is more prevalent among college
students than non-students.
(**Binge drinking is generally defined by researchers as drinking five or more drinks for men, or four or more drinks for women, at one sitting - consuming one 40-oz bottle of malt liquor, the size so often promoted as a single serving portion, thus represents an episode of binge drinking)
Many college presidents rank alcohol abuse as the number one problem on campus, noting the relationship between alcohol abuse and poor academic performance, incidence of date/acquaintance rapes, other violent crimes, student suicides, and fraternal organization "hazing" injuries.
Furthermore, highlighting the inclusion of "natural" ginseng as a product ingredient creates the inaccurate impression that the consumption of Phat Boy Malt Liquor will have some health and therapeutic effects. Such a suggestion is false and misleading and obscures the health consequences associated with consuming your product. We plan to file a complaint with the Bureau of Alcohol, Tobacco and Firearms, calling on the Bureau to investigate whether the "ginseng factor" violates BATF labeling regulations.
As parents, alcohol activists, researchers, and community residents and organizations, we, the undersigned, will continue to raise our voices of concern for the safety and well-being of our nation's youth. We strongly urge you to RECALL PHAT BOY MALT LIQUOR NOW!