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MEDIA ADVISORY                                                                 
: Michael Scippa 415 548-0492
                   Jorge Castillo 213 840-3336

For events occurring October 24, 2014                                                        



SAN RAFAEL, CA (October 23, 2014) – In remembrance of youth who have fallen victim to alcohol-related harm, Youth for Justice are leading a Day of the Dead procession to Mi Pueblo Food Center and Circle K in San Rafael. They will be asking these local Canal-neighborhood retailers to voluntarily stop selling dangerous youth-attractive flavored malt beverages (FMBs) known as alcopops. Each year 4,300 people under age 21 die from alcohol-related injuries while costs of underage drinking (including medical, loss of work, and quality of life costs) run as much as $60 billion annually. This is the 5th time that Circle K has been targeted and the 4th time for Mi Pueblo. Previous attempts to meet with corporate leaders of both businesses have been met with indifference.

What:     Demonstration / March

When:     Friday, October 24, 2014, 7-8 P.M.

Where:   Circle K -  981 Francisco Blvd. E, San Rafael, CA 94901 (7 P.M.)

               Mi Pueblo Food Center - 330 Bellam Blvd, San Rafael, CA 94901 (7:30 P.M.)

  • Alcohol Justice
  • Alcopop-Free Zone® Marin Coalition
  • Bay Area Community Resources
  • Canal Welcome Center
  • Canal Community Businesses, Parents & Residents
  • First Presbyterian Church of San Rafael
  • La Plaza Market
  • Marin County Probation Department
  • Marin County Health and Human Services
  • Project Avary Peacemakers
  • San Rafael Police Department
  • San Rafael City Schools
  • San Rafael Alcohol and Drug Coalition
  • Trips for Kids        
  • The Recovery Station TV Series
  • University of San Francisco School of Nursing
  • Youth for Justice
  • YMCA
Why:   Youth-attractive alcopops, or Flavored Malt Beverages (FMBs):    
  • Are pre-mixed, sweetened alcoholic drinks that taste like juice and soda
  • Are packaged in brightly-colored cans, similar to energy drinks
  • Are priced low enough to effectively target underage drinkers, especially young women
  • Can be shelved wherever beer is available - including convenience stores and gas stations
  • In supersized 24 oz. single-serving containers with 12 percent alcohol are the equivalent of 4-5 beers    
  • Encourage underage consumption and binge drinking which leads to serious alcohol-related harm

For Additional Information: