Alcohol demand and supersized alcopop consumption among undergraduate college students.

Supersized alcopops are sugar-sweetened beverages with extraordinarily high alcohol content; consumption is highly prevalent among college students and is associated with a variety of negative alcohol-related consequences. However, few studies have examined risk factors for consumption of these products. The objective of this study was to examine, among a college student sample, whether the behavioral economic principle of alcohol demand was associated with self-reported lifetime consumption of Four Loko-the most popular brand of supersized alcopop among underage drinkers.