Power, interests and representations in the construction of alcopop as public problem in Quebec, Canada

Abstract

Abstract Alcopops are malt-based or spirit-based sugary beverages whose consumption has led to numerous policies in different Western countries. This article examines the representational and socio-political dynamics surrounding the sale of alcopops that led to restrictive policies in Canada (2017–2020). Using qualitative methods during this period, including interviews with key players in the field of alcohol policy, analysis of press articles and review of legislative documents, we trace the evolution of public and political discourse on alcopops. We shed light on the role of social actors—mainly public-health organizations and the alcohol industry—defending their own interests to influence policy-making. A multi-theoretical framework is used to analyze how alcopops emerged as a public problem. This framework integrates Herbert Blumer's theoretical perspective on social problems, Serge Moscovici's social representation theory and Stevens and Zampini’s political constellation model. Through an analysis of the socio-political context in Quebec, we reveal the complex interplay between public health imperatives and the interests of the alcohol industry. This should serve as a model to study public problems that lead to public policies implementation.

Keywords

• Alcopops
• Public problems
• Social representation
• Policy constellation
• Quebec alcohol policy
• Youth alcohol consumption