As alcohol companies increase their efforts to target women, a new crop of low-calorie products are popping up. Their sales pitch?  You’ll get to enjoy an evening with your friends while not having to worry about how many calories are in your cocktail.

However, when we compared the average number of calories in a shot of vodka to one popular “low-calorie” vodka brand, there was relatively little difference in the caloric values.

For example, 1.5 oz. of a low-calorie vodka has about 75 calories.  An average vodka shot has 98 calories.  That’s only about a 20 calorie difference.  Unlike food manufacturers, the alcohol industry isn’t required to provide nutrition information on their products, so it’s up to the customers to decipher if their slogans and strategies are really true.

You also may have also noticed products with familiar candy or dessert flavors endorsed by hip, young celebrities. Those who don’t like the taste of liquor or beer might be convinced to  try one with a sweet flavor like cotton candy, green apple or pumpkin pie. But who exactly is the intended consumer audience? According to data collected by The Center on Alcohol Marketing and Youth at Johns Hopkins University, girls ages 12-20 are exposed to more advertising for these types of products than women of legal drinking age.

What do you think? Do these strategies leave a bitter taste in your mouth?

For more information about alcohol and your health, check out the Rethinking Drinking website. The site contains interactive tools, including an alcohol calorie calculator.