LETTER FROM WARSAW

Have manufacturers gone too far in their aggressive marketing strategies aimed at trivializing alcohol consumption and potentially leading to addiction? This seems to be the case given the massive public outcry in Poland over "alcohol tubes." Containing vodka, they are sold in colorful 100- or 200-milliliter plastic pouches that closely resemble the fruit purées popular among children.

The company behind the tubes is a Polish firm specializing not in alcohol production, but in fruit purées. It has spared no creative effort to promote its controversial innovation. "Not just a brand, we are true rebels in the world of alcohol ... pioneers, at the frontiers of art, design and innovation, ... synonymous with the best quality, creativity and courage," states the product's advertising.

Launched in the middle of summer, the tubes gained attention throughout September before triggering a real storm on social media and a political scandal. "We already have colorful disposable e-cigarettes. Now we have 'alcohol tubes' that can be mistaken for fruit puree. Both products are clearly aimed at young people. They imitate sweets, but are poison ... Let's put a stop to this evil!" wrote left-wing MP Joanna Wicha amid a flood of similar messages, on X.

As the controversy grew, Poland's top political leaders began to speak out. "No, this product will not be used in our country," said Prime Minister Donald Tusk (Civic Coalition, liberal). "I've notified all our officials to find effective countermeasures against this practice." Marshal of the Sejm – the speaker of the lower house – Szymon Holownia (Poland 2050, center-right), also reacted. "I'm writing this first and foremost as a father: Dear company selling vodka in pouches, what you are doing is pure evil. I will not allow this as an MP. Shame!"

On October 2, the health ministry announced the resignation of the National Center for Addiction Prevention's director. The education minister, Barbara Nowacka, said that "there [was] a need for rapid regulatory change so that alcohol producers [could] no longer exploit legal loopholes."

In the face of the uproar, the company in question initially deemed the accusations of inciting youth as "absurd" and claimed to be "in compliance with the regulations." However, after much pressure, the company finally announced that it was withdrawing the product from sale and halting production. "We regret that the Voodoo Monkey product, despite being produced and labeled in accordance with current regulations, has evoked negative and unintended associations [...]. We apologize for the situation that has arisen," it said in a statement.

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