Maui Coalition for Drug-Free Youth participates in National Retail Alcohol Data (RAD) Collaborative

The Maui Coalition for Drug-Free Youth (MCDFY) recently participated in the Retail Alcohol Data (RAD) Collaborative, an initiative designed to empower coalitions with local data to support pricing and policy strategies that reduce alcohol-related harms. From January to March 2025, MCDFY surveyed 50 alcohol retail outlets across Maui to assess the pricing, availability, and marketing of alcoholic beverages, with a focus on high-risk products that appeal to youth.

Nationwide, 39 coalitions and agencies across 15 states submitted data from 2,368 alcohol retail outlets, with over 2,300 surveys completed. Of these, 2,017 locations carried at least one ready-to-drink (RTD) alcoholic beverage, such as Four Loko, Natty Daddy, or Steel Reserve. These beverages are often inexpensive, high in alcohol content, and sold in large, single-serve containers, making them particularly appealing and accessible to youth, especially in convenience store settings.

Participants received training and tools from Counter Tools, and researchers at the University of North Texas Health Science Center (UNTHSC) analyzed the data. Preliminary findings revealed a troubling trend: the average cost per standard alcoholic drink across participating states was just $0.80. For less than $11, a person could purchase three cans of Four Loko, equivalent to 17 standard drinks, compared to four cans of Coca-Colas for the same price.

The data highlights the widespread availability and strategic marketing of RTDs. These beverages often feature sweet flavors, colorful packaging, and youth-friendly branding, making them especially attractive and dangerous to underage consumers. Their low cost and placement in convenience stores frequented by youth only amplify the risk of underage and binge drinking.

MCDFY extends its appreciation to coalition members, partners, and youth who supported this research. The data collected will be instrumental in advocating for stronger local and state-level alcohol policies to protect Hawai‘i’s youth. 

To get involved with the Maui Coalition for Drug-Free Youth, contact Melissa Magonigle at melissa@hiphi.org.