Alcohol marketing to underage drinkers works very well thanks
This is just like cigarette companies who deny marketing to children, when the average starting age for 90% of smokers is just 14.6 years old.
This latest study used data from:
- A 2012 internet-based survey of underage drinkers ages 13-20
- GFK MRI’s Survey of the Adult Consumer for the years 2010-2012 which provides brand-specific consumption data for adults
- National data compiled by Impact Databank.
“Underage drinkers are not just adopting the brand choices modeled by their parents or other adults. Other factors are influencing which brands of alcohol young people are consuming”
Lead study author Dr Michael Siegel, MD, MPH, professor of Community Health Sciences at the Boston University School of Public Health, March 2014.
The findings uncovered 15 leading brands among the young with high level consumption:
- Smirnoff Malt Beverages
- Jack Daniels Whiskeys
- Mike’s Malt Beverages
- Absolut Vodkas
- Bacardi Malt Beverages
- Grey Goose Vodkas
- Malibu Rums
- Keystone Light
10. Patron Tequilas
11. Corona Extra Light
12. Jack Daniel’s Cocktails
13. Burnett's Vodkas
14. Bud Ice
15. Natural Ice beer
The #1 brand for underage drinkers in terms of prevalence and market share compared with adults was Smirnoff Malt Beverages.
These drinks take up 6.7 times their share of adult consumption.
“Future research is urgently needed to understand to what extent other factors such as price, taste and marketing play a role in young people’s choices of these particular brands. Follow-up studies will allow us to measure the degree of association between exposure to alcohol advertising and marketing efforts and brand preferences in young people”
Study co-author David Jernigan, Center on Alcohol Marketing and Youth director, March 2014.
Study by Michael Siegel MD MPH, Kelsey Chen BA, William DeJongPhD, Timothy S. Naimi MD MPH, Joshua Ostroff BA,Craig S. Ross MBA & David H. Jernigan PhD; “Differences in Alcohol Brand Consumption between Underage Youth and Adults—United States, 2012”, as published in the journal Substance Abuse on January 31, 2014. DOI:10.1080/08897077.2014.883344. The data was taken from a 2012 internet-based survey of underage drinkers ages 13-20, GFK MRI’s Survey of the Adult Consumer for the years 2010-2012 which provides brand-specific consumption data for adults, and national data compiled by Impact Databank. As reported by councelheal.com on March 21, 2014.