The flavoring, packaging, pricing, and marketing of ready-to-drink (RTD) alcoholic beverages are especially appealing to young people and can lead to risky drinking behaviors. These RTD beverages are often inexpensive, high in alcohol by volume (ABV), and sold in large single containers. In addition, these products are available at locations youth frequent, such as convenience stores. As a result, youth are regularly exposed to, and often able to access what amounts to an incredibly high number of standard alcoholic drinks for an extremely low price. 

In partnership with University of North Texas Health Science Center, Counter Tools facilitated the Retail Alcohol Data (RAD) collaborative as a free opportunity for coalitions to gather important data about the alcohol retail environment. From January-March 2025, more than 30 coalitions and agencies across 15 states visited 2,368 off-premise licensed alcohol outlets to collect local data on the availability, pricing, and marketing of 7 ready-to-drink alcoholic beverages that are especially dangerous and/or appeal to young people. Some of the products of interest included Four Loko, Natty Daddy, and Steel Reserve. Of the 2,368 outlets visited, 2,017 contained at least one product of interest. Participants received training and technical support, enabling them to use a standardized survey in software developed by Counter Tools. 

To support local and state policy advocacy, researchers at the University of North Texas Health Science Center provided statistical analyses including average price per product and average price per standard drink. Across all 15 participating states, the price for one standard alcoholic drink averaged 80 cents. Findings indicated that for less than $11, you can buy 3 Four Lokos, or the equivalent of 17 standard alcoholic drinks. In comparison, for the same price you could only buy 4 Coca-Colas. 

View the RAD collaborative’s national data snapshot for more findings.

Contact Counter Tools to learn more about how you can assess the alcohol retail environment in your community.