Alcohol Brands Research Articles

Alcohol imagery in popular films in China, 2001-2020.

This study aims to identify the level and trend of alcohol imagery in popular films in China from 2001 to 2020. We divided the running time of the annual 20 top-grossing films in China into 5-min intervals and coded those containing alcohol imagery, the presence of warnings, whether the imagery was related to minors and alcohol brands. Results showed that alcohol imagery occurred in 90.75% (363/400) of the films and 25.26% (2380/9423) of the intervals; these proportions remained stable over time. No film containing alcohol imagery had warnings, alcohol imagery related to minors appeared each year, and 103 alcohol brands were present in 185 intervals across 93 of the 400 films. Chinese films contained more alcohol imagery than international films. National policies are required to restrict alcohol imagery in films and to reduce the availability of such films for viewing by young people.

Who is being targeted by alcohol social media marketing? A study of Chinese young adults in Hong Kong.

Due to the widespread use of social media by young adults, the alcohol industry has been increasingly using social media marketing (SMM) to target potential customers. This study examines the prevalence and factors associated with past-month exposure to alcohol SMM among young Chinese adults, a group with rapidly increasing uptake of alcohol consumption. An anonymous, random telephone survey was conducted between June and August 2021 on Hong Kong Chinese residents between 18 and 34 years old (n = 675). Of respondents, 52.3% reported past-month exposure to alcohol SMM (68.6% of past-month drinkers and 48.0% of non-past-month drinkers, p < 0.05) while 71.6% reported exposure to non-SMM alcohol marketing. Direct alcohol SMM exposure was reported by 40.9% (e.g., business-to-consumer postings, alcohol banner ads) while 27.4% of respondents reported exposure to indirect alcohol SMM marketing (e.g., shared/'liked' alcohol brand posts). Of those exposed to alcohol SMM, 13.7-15.5% reported that the various forms indirect alcohol SMM influenced them to drink more (vs. 6.2-8.9% for direct alcohol SMM). Being male, lower-income, university educated and spirits/cocktail drinker were independently associated with exposure to direct alcohol SMM (ORmv 1.71-3.14). Past-month exposure to indirect alcohol SMM was independently associated with lower income, not working full-time and drinking any type of alcohol (ORmv 1.59-4.44). The comparative effectiveness of indirect SMM on influencing young adults drinking intentions may be a form of peer endorsement of drinking. The pervasiveness of alcohol SMM and lack of alcohol SMM policies may indicate the need for greater alcohol marketing regulation in this region.

#Bartender: portrayals of popular alcohol influencer’s videos on TikTok©

BackgroundDespite widespread use of the short-video social media platform TikTok©, limited research investigates how alcohol is portrayed on the platform. Previous research suggests that a driver of alcohol content on TikTok©, in part, comes from bartenders demonstrating how to make drinks. This study aims to explore the characterizing patterns of how bartender influencers on TikTok© feature and incorporate alcohol in their videos.MethodsWe identified the global top 15 most followed bartenders on TikTok© in 2021 (cumulative 29.7 million subscribers) and the videos they posted in November and December 2021, the period just before Christmas and New Year, when alcohol tends to be more marketed than in other periods. The videos were coded based on five criteria: (1) the presence of alcohol or not; (2) alcohol categories; (3); alcohol brand(s) if visible; (4) the presence of candies and other sweet products; (5) presence of cues that refer to young people’s interests.ResultsIn total, we identified 345 videos, which received 270,325,600 views in total, with an average of 18,021,707 views per video. Among these 345 videos, 92% (n = 317) displayed alcohol in their cocktail recipes (249,275,600 views, with an average of 786,358 views). The most common types of alcohol present in videos were liquor, vodka, rum, and whiskey, all of which are high-ABV beverages. 73% (n = 230) displayed or mentioned an alcohol brand. 17% (n = 55) associated alcohol with sweet products such as different types of candy (53,957,900 views, with an average of 981,053 views per video). 13% (n = 43) contained cues appealing to young people (e.g., cartoons, characters) (15,763,300 views, with an average of 366,588 views per video).ConclusionsOur findings suggest a large presence of positively framed alcohol content posted by popular bartenders on TikTok©. As exposure to digital marketing is related to an increase in alcohol consumption, particularly among young people, regulations are needed to protect the public from alcohol-related harms.

Sipping a sustainable life: Exploring drivers and barriers in consumer attitudes toward non or low alcoholic spirits

Alcohol consumption continues to be prevalent and is on the rise in many countries, posing a grave risk for the health and wellbeing of millions and creating a strain on health services worldwide. A hopeful trend has emerged, however, as consumers' growing preference for healthier, sustainable lifestyles has led traditional alcoholic brands to innovate, launching reduced or non-alcoholic (NoLo) options. This aligns with the SDGs and is reflected in NoLo spirits representing four of Spain's top ten disruptive innovations of 2022. This paper uses a mixed methodology in a qualitative-quantitative sequential approach to gain insight into this phenomenon. The study involved 13 in-depth interviews with HoReCa (an acronym for Hotels, Restaurants, and Caterings) professionals and four focus groups among consumers. Second, behavioral reasoning theory (BRT) was used in a quantitative study aiming to explore motivations for and against consuming NoLo spirits. Data from a survey of 620 participants was conducted and analyzed using SEM-PLS to measure the antecedents of consumer's behavioral intention towards NoLo spirits and to gauge the potential for marketing opportunities. The research reveals that the purchase intention of NoLo spirits is strongly related to health consciousness, while enjoying the effects of alcohol for fun and entertainment, and the social pressure to drink hinders its consumption. In addition, it was found that “reasons for” are more substantial than “reasons against” the consumption of those beverages, differing significantly by age group. Results offer implications for theory and practice, including recommendations for practitioners and regulators willing to improve sustainability in the industry. Further, this paper helps augment the innovation adoption literature by using BRT in the paradoxical context of consumers' increasing alcohol abuse despite their professed attempts to adopt healthier lifestyles.

Advertising and Marketing Strategies of Alcohol Brands at BharatGP: Assessing Awareness among Riders and Attendees

This research investigates the effect of alcohol product marketing within the motorsports industry on the lifestyle choices of adolescents and young adults in India. Employing qualitative in-depth interviews, the study included experts such as professional motorcycle racers, racing team coordinators, sponsors, organizers, journalists, and parents aged 13 to 45, who attended Bharath GP in Delhi from various locations. Thematic analysis was applied to the interview data, revealing key themes related to the influence of alcohol advertising on lifestyle choices, brand loyalty, and purchasing behavior of young consumers. Findings indicate a pervasive influence on lifestyle choices and increased alcohol consumption associated with alcohol product marketing at Bharath GP. The study underscores the necessity of regulatory frameworks for alcohol marketing in motorsports events, specifically emphasizing the importance of responsible advertising strategies within the context of Bharath GP.

A content analysis of alcohol imagery in season 2 of The Kardashians

Abstract Aim The aim of the current study was to quantify the amount of alcohol content and branding in season 2 of the reality TV show The Kardashians. Subject and methods Content analysis of alcohol content in all 10 episodes of season 2 of The Kardashians was undertaken, and alcohol content measured using 1-minute interval coding. The presence of alcohol in the following four categories was noted: (1) actual use, (2) implied use, (3) other alcohol reference, and (4) brand appearance. Results Alcohol content was seen across all 10 episodes. Actual alcohol use was seen in six episodes across 13 intervals. Implied alcohol use was seen in all 10 episodes across 74 intervals. Alcohol branding was seen in six episodes, across 23 intervals. The Tequila brand 818, owned by Kendall Jenner, was seen 65 times across 17 intervals. Conclusion The current study shows that alcohol content was highly prevalent in season 2 of The Kardashians. This programme was popular on the Disney+ streaming platform and likely resulted in widespread population exposure to alcohol content and branding, particularly to a brand owned by Kendall Jenner. Current rules and regulations are not sufficient to protect against exposure to this potentially harmful content.

Qualitative analysis of UK women's attitudes to calorie-based alcohol marketing and alcohol calorie labelling.

Mandatory standardized nutritional information on alcoholic drinks such as energy, or calorie labelling, is a population-level public health measure aimed at addressing obesity and alcohol consumption. In the UK, such measures are not a statutory requirement, but some alcohol brands do include references to calories on their products and in their marketing materials, as a marketing strategy to encourage sales and consumption. This article presents findings of semi-structured individual (N = 43) and group (N = 9) interviews with 78 women living in the UK that aimed to gain insight into their attitudes towards calorie-based alcohol brand marketing, and alcohol calorie labelling (ACL) as a health policy. Three themes are presented that outline how women rejected calorie marketing and labelling; the potential positive and unintended impact on alcohol consumption and dietary/eating practices; and how views on calorie labelling were intertwined with women's attitudes towards marketing that draws on calorie messaging. A feminist anti-diet discourse, as well as a discourse of pleasure through alcohol consumption, was at play in women's accounts, which may limit the intended aims of ACLs. It is concluded that ACLs should be considered within the wider commercial context of alcohol marketing that draws on calories to promote sales and consumption, consideration of the gendered factors that may lead some to reject ACLs as a health policy, and the potential for unintended consequences.

8.H. Workshop: The commercial determinants of health strategies and tactics: cases from 3 health harming industries

Abstract The social determinants of health framework and the socioecological model have established the strong influence of the physical and wider social contexts on health and health inequities globally, although the circumstances where people live, work and grow up have been documented for a long time. These determinants can have health promoting and health damaging effects on population, environmental and planetary health. Recent scholarship on the commercial determinants of health focusing specifically on commercial actors, has exponentially proliferated and draws attention to for-profit industries, actors and strategies that promote products and choices which are detrimental to health. The recent Lancet series provides frameworks to better understand and regulate CDH, and has been endorsed by the WHO. This workshop aims to present the unethical health harming strategies and tactics of the for-profit sector with cases from three industries: the tobacco/vaping, the alcohol, and fossil fuel industries. The workshop begins with an overview of the commercial determinants, their multiple influences on people's well-being and their surroundings globally, and the strategies of action they use to market their products, influencing and threatening public health. The first case discusses how the vape industry advertises its Electronic Nicotine Delivery Systems to youth, particularly targeting the young LGBTQ+ population. The second presentation describes the alcohol industry strategies, such as introducing beverages which have confusing definitions to indirectly advertise for alcohol brands where alcohol advertising is restricted, as well as undermining science and purging alliances with policy makers. The last presenter discusses further unethical efforts of the fossil fuel industry to hide evidence of the harms from benzene over more than half a century, promote false data and influence legislation. Implications for global policy and practice are offered. Key messages • Commercial determinants of health endanger one health and this require concerted global efforts. • Commercial actors influence public health though unethical strategies to promote their businesses.

Falling through the cracks: How do policies for alcohol marketing apply to zero alcohol products in Australia?

There is a decline in youth drinking, but also a causal link between alcohol marketing and drinking among young people. Therefore, novel alcohol marketing strategies should be scrutinised, particularly where children are exposed. This includes marketing for zero-alcohol products (ZAP) (containing 0.00% to 1.15% alcohol by volume), which has expanded considerably in recent times. This review examines how the current industry-managed regulatory approach to alcohol marketing applies to ZAPs in Western Australia. The marketing mix (four Ps of marketing: product, promotion, place, price) was used as a framework to examine federal and state government policies and industry managed codes. Policies were included if they applied to marketing of alcohol products, for example, product labelling, promotion and advertising across various media, the place of purchase and pricing measures (taxation). ZAPs were inconsistently defined, meaning that products between 0.05% and 1.15% alcohol by volume were covered under some but not all alcohol policy measures, and application to products under 0.5% alcohol by volume was limited. Government policy should more clearly define alcohol marketing and whether ZAPs and other alcohol brand extensions should be treated in the same way as alcoholic products. In Western Australia, the ways in which alcohol policy measures apply to ZAPs are limited and close attention must be paid to how ZAPs may provide additional marketing opportunities for the alcohol industry.

Aspirations, Materialism and Repurchase Intentions of Luxury Alcohol Brands in South Africa

In emerging markets, where a substantial number of individuals live below the poverty datum line, status consumption and the desire to purchase luxury products has been increasing. This paper will examine the interrelationships between intrinsic aspirations, extrinsic aspirations, materialism and repurchase intentions of luxury alcohol brands in South Africa. The study followed a quantitative research design and data was collected from 222 participants in South Africa. Data analysis involved structural equation modelling (SEM) performed through AMOS 27 software. The findings of the study showed that there was a statistically significant relationship between extrinsic aspirations and materialism. On the other hand, it was noted that the relationship between materialism and repurchase intentions of luxury alcohol brands was not statistically significant. Similarly, it was noted that the relationship between intrinsic aspirations and materialism was not statistically significant. This study contributes to the understanding of status consumption and shows that extrinsic aspirations have an impact on materialism. Furthermore, marketers and practitioners in emerging markets can draw from the findings of study and note that materialism displayed by consumers does not directly influence the repurchase behaviour of luxury goods.

Factors Influencing Consumer Preference Among Beverage Product Brands in Namibia

The primary purpose of conducting this study is to explore the factors that influence consumers’ preferences for beverage product brands in Namibia. The results of the study are useful in providing insights into the market characteristics of the Namibian beverage product brands and that of similar brands produced by other organizations for the Windhoek market. The scope of the study was delimited to the population domiciled in the Windhoek area; as such, the results may not be reflective of the general situation in Namibia because the factors that act in an urban setting may be fundamentally different from those that act in rural settings. This is because the sociology, economic, regional identity, and self-image dynamics of the rural settings are fundamentally different from those in the urban setting. As such, the interaction of the same factors in different sociological and economic environments and where individual perspectives for self-image and prestige are dissimilar can yield completely different results. Furthermore, the study recognizes that Namibia produces many different beverages, but in this study, the investigations were focused on alcoholic brands only. The study revealed that customers always stick to their beer brand. The study revealed there is a relationship between price, taste, packaging and quality, and promotion. The findings also revealed contradictory responses on factors that influence brand switching, where it was revealed that better quality and taste of one’s favorite brand have significant effects on brand choices. Also, the findings show that customers do not switch brands because of advertisements for other brands. Advertising induces brand switching but does not affect the repeat purchase rates of consumers who have just purchased the brand; but is inconsistent with respondents’ responses on advertisements as one of the influential factors on consumer preference where they responded that it is an important factor that influences brand choice. These inconsistent responses in price and advertisement can be interpreted that many customers are satisfied with their favorite brands, and therefore a change of price or advertisements of other brands cannot drive them to switch to other brands. Finally, introducing new brands in the market showed to have a significant impact on brand switching, but this switching does not last long because the switching is meant only for testing the quality of newly introduced brands. Price, flavour, special promotions, packaging and quality, and advertising are crucial factors in beer purchasers’ brand choice selections, according to a study. Breweries should pay adequate attention to these factors in their production processes and marketing plans and strategies to promote them well. Managers of brands should invest in frequent advertising to reduce brand switching and retain customers. Maintaining brand quality and advertising it frequently will keep customers buying the same brand.

Alcohol Social Media Marketing in Hong Kong: A Content Analysis of Facebook Posts

PurposeThe near universal use of social media by young people in many parts of the world has led to increased exposure to alcohol social media marketing (SMM). This study aimed to examine the content of SMM posts from alcohol brands and venues in the southern China region. MethodsThis study randomly sampled posts from Hong Kong Facebook pages of 10 well-known alcohol brands (n = 639) and four popular drinking venues (n = 335) between 2011 and 2019. Content analysis, using deductive and inductive coding, was conducted on SMM posts to identify common marketing strategies (e.g., promotional giveaways) and themes. ResultsAlcohol SMM posts increased eight-fold during this period and showed continuous adaptation to regional tastes and drinking culture. Alcohol SMM strategies included explicit encouragement to drink, real-world event tie-ins (e.g. concerts, sporting matches), and special postings during local holidays such as Chinese New Year. Viewers were actively encouraged to interact through “likes”, shares, and comments on SMM posts. Alcohol brands had substantially higher user interactions than drinking venues (mean = 228.7/post vs. 19.0/post; p < .05). Alcohol SMM themes included celebratory events, friendship, cultural heritage, and popular music. SMM also promoted an exclusive, aspirational lifestyle, and emphasis on the high quality of their products. Only 8.1% of the brand posts and none of the venue posts contained responsible drinking messages. DiscussionAlcohol SMM has been increasingly promoting social norms that encourage heavy drinking in young people. Future policy discussions in this emerging alcohol market region should consider regulation of alcohol SMM.

Exposure to Alcohol-Related Content on Social-Media.

Exposure to alcohol-related content is unavoidable on social media. In this study level of exposure to alcohol marketing content on Twitter and Instagram for those in recovery was examined, and the effectiveness of privacy settings to mitigate exposing content was assessed. Four fictitious accounts were created on Instagram and Twitter in a case-control design in Spring 2022. All accounts followed 19 alcohol brands, with two accounts (1 male, 1 female) following only alcohol brand accounts while the other two (1 male, 1 female) additionally followed recovery resources. Four weeks of data collection were done with default privacy and advertisement settings, followed by two additional weeks of data collection with advertisement and privacy settings for blocking alcohol content. Privacy settings did not help with blocking the alcoholic brand-related photographic content on either platform, meaning that the accounts received the same amount of alcohol-related content from the accounts they were following with and without changing the privacy settings. However, Twitter algorithms were more effective in suppressing alcohol-related content for accounts following recovery resources and alcohol brands. These results suggest that risks of exposure totriggering/cueing photographic alcohol content may outweigh the benefits of social media for social connection if an individual is considering seeking recovery.

Paper packaging materials: modeling and optimization of hydrooleophobic composition

Introduction. A high level of barrier and protective properties, resistance to moisture penetration (water, steam) and air resistance are the main requirements for packaging paper for food products. Problem. Polyvinyl alcohol-based polymer coatings are widely used for packaging paper; however, such coatings tend to have poor water resistance due to the hydrophilic and water-soluble nature of polyvinyl alcohol. Polyamide-epichlorohydrin resins are used to provide mois­ture resistance of the paper, and glycerol is used for the elasticity of the coating. At the same time, the complex effect of these components in the mixture for surface treatment of paper on the quality of the products has not been sufficiently investigated. Methods. Compositions based on aqueous solutions of polyvinyl alcohol brand 7/18 of the highest grade, polyamideamineepichlorhydrin EKA WS 325 and glycerol brand PK-94 were used to obtain a moisture-resistant, waterproof and fat-proof packaging material. Polyacryla­mide in the amount of 0.25 wt. % was used as a func­tional additive, a viscosity regulator of the com­position, and water was used as a solvent. Model compositions with different ratios of the main components in accordance with the central com­posite rotatable plan of the experiment were app­lied to the tests according to the methods adopted in the pulp and paper industry. STAT-SENS software was used for mathematical processing of the experimental results. A multi-criteria opti­mization method was used to find the optimal range of parameters of the hydrooleophobic composition. Results. The 15 model compositions have been developed. The influencing factors were the content of the polyvinyl alcohol, polyami­deamineepichlorhydrin, glycerol. The quality indi­cators of the treated paper-base were selected as the response functions of mathematical models: oil permeability, air permeability, destructive force, moisture resistance, surface absorption. Conclusions. The developed composition is optimal and makes it possible not to exceed its consumption during application to fibrous mate­rial, in particular paper. The composition pene­trates the thickness of the paper to an optimal depth evenly over the entire surface of the paper, which makes it possible to provide the paper with uniform barrier properties, mechanical strength and wet-strength along the plane of the canvas. In addition, glycerol gives elasticity to the resulting coating and prevents it from cra­cking during repeated bending.

Commentary on Brennan et al.: Pros and cons of minimum unit price for alcohol.

Commentary on Brennan et al.: Pros and cons of minimum unit price for alcohol.

The role of social group influences when intending to purchase premium alcohol

This study investigates the effect that social group influences have on the purchase intention of premium alcohol by adapting the theory of planned behaviour. The moderating effect of the need to save face and conform to a social group’s expectations on the purchase intention of premium alcohol is explored. Data was collected using questionnaires, with 251 responses analysed using the PLS-SEM. The results show that attitude and subjective norms have a positive and significant impact on the purchase intention of premium alcohol, while perceived behavioural control does not. Brand consciousness and status consumption were found to have an impact on attitude and subjective norms respectively, with status consumption revealing the strongest relationship. This study offers insight to both researchers by understanding the impact of social influences and to premium alcohol brands that would be able to further enhance their marketing strategies and resonate with consumers in a highly competitive environment.

Under the influence of (alcohol)influencers? A qualitative study examining Belgian adolescents’ evaluations of alcohol-related Instagram images from influencers

ABSTRACT Influencers are important socialization agents among adolescents. There are rising concerns that influencers glamorize their alcohol behaviors and promote brands on Instagram. While exposure to alcohol messages influences adolescents’ alcohol use, it remains unclear how adolescents evaluate influencers’ alcohol images. We conducted 10 focus group interviews with 47 adolescents (Mage = 16.21; SD = 1.22). Our results demonstrated that adolescents frequently encounter images of influencers who hold alcoholic beverages, provide positive reviews for brands, or promote their own beverages. Additionally, building on the Message Interpretation Process model, we examined how individuals affectively (i.e. message desirability) and cognitively (i.e. realism, similarity) evaluate these alcohol images. Our results suggest that adolescents enjoy viewing images of influencers who depicted positive alcohol-related outcomes, highlighted their luxurious lifestyles, and were transparent about their partnership with alcohol brands. Only upon explicitly encouraging them to think aloud about the realism of and similarity to these images; and through discussions with their friends, they became more skeptical and perceived influencers’ images to be inauthentic. Where these critical evaluations took place, the persuasive effects seemed to diminish. Overall, our findings suggest that peer-led discussions and think-aloud procedures may be promising tools for media literacy interventions.

Marketing Research of New Alcohol Brand in United States

This paper is mainly divided into four parts, including an introduction, a literature review, the main body, and the conclusion. The main research direction is how new alcohol brands can be advertised and promoted under the existing difficulties in the market. There are a lot of difficulties in the U.S. alcohol market these days. On the one hand, there are many alcohol brands that have been in operation for many years, and they have a wide range of users, with relatively stable sales volume and reputation. On the other hand, the whole alcohol market is in a depressed state due to the impact of the Covid-19. In the wake of the pandemic, a decline in social interaction and increasing health concerns have contributed to a decrease in the need of alcoholic products. With technical developments, the way of information exposure is more diversified than before. Online promotion is easier to attract young people's attention in a short time. By comparison, the traditional promotion method focusing on offline is no longer enough to meet the needs of a new brand entering the market. Hence, this paper explains in detail about the problems in the alcohol market, several factors that are causing them and possible solutions and modes of campaigns.

Navigating Alcogenic Brand Environment: Exploring How Young Nigerians Negotiate and Make Sense of Alcohol Brand Preferences

No previous research has examined how and why Nigerians choose their alcohol brands. Using qualitative data, this study explored brand preference and the reasons for brand choice among 18 to 24 year-old Nigerians who use alcohol. Participants were divided into three categories based on their beer, spirit, and wine preferences. While most men preferred beer and spirits, many women chose traditional and recently developed flavoured beers and spirit-based drinks, which the alcohol industry promotes as women-friendly alcoholic drinks. Some participants chose low-strength brands to avoid heavy drinking and intoxication, while others preferred high-strength brands for immediate bodily thrills/intoxication. Some participants preferred expensive brands to cheaper beverages to construct social identity and portray an affluent lifestyle, while others used the consumption of ‘foreign’ or uncommon brands to enact distinction. Alcohol advertising and peer influence significantly impacted brand awareness and preferences. Interventions should focus on reducing alcohol/brand availability and accessibility in Nigeria.

Sexual Objectification of Women in Alcohol Print Advertisements in the Philippines

This research explores the sexual objectification of women as core models perpetuated by alcohol advertisements. The findings are based on five (5) distinct print advertisements from the leading alcohol brands in the Philippines. The research focuses on how women are portrayed stereotypically in print advertisements. The research utilized both critical discourse analysis (CDA) and semiotics. It allows scholars to examine how various meanings and ideologies are produced, digested, and legitimized via social behaviors, instead of only reviewing discursive texts. The study is predicated on Fairclough's three-dimensional framework: description (textual characteristics), interpretation (discursive practice), and explanation (social practice). According to the findings, ads promote gender inequity. Advertisers use a concentrated technique to depict sexual gender stereotypes against women in alcohol ads. Such advertising supports the notion that women have sexually exploitative and fantasizing images in the alcohol industry, with men as large consumers. The study also indicates how the female role may be portrayed in other marketing industries evaluating alternative multimodal texts.