‘An unacceptable risk’: the problem of alcoholic milk

In 2002 Wicked Holdings Pty Ltd, a company formed for the purpose of marketing alcoholic milk, applied to the Director of Liquor Licensing Victoria (LLV) for a wholesale licence to distribute a beverage known as 'Moo Joose'. This article outlines the case against alcoholic milk as the ultimate 'alcopop'. The argument encompasses the risk that alcoholic milk would reinforce and increase existing levels of under-age drinking in Australia, the risk it would reduce the age of initiation into drinking and the potential for alcoholic milk to be mistaken for a 'healthy' version of alcohol and a 'safe' alcoholic beverage. When LLV refused the application for a licence, Wicked Holdings appealed to the Victorian Civil and Administrative Tribunal. Following a public hearing the Tribunal confirmed LLV's decision to refuse a licence on the grounds the product posed an unacceptable risk to the health and well-being of young people.