Alcohol Brands Research Articles

Content analyses of alcohol-related images during television broadcasts of major sports events in New Zealand

PurposeThe purpose of this paper is to examine the nature, frequency, and duration of alcohol-related promotions and crowd alcohol consumption during major sports events broadcasted on the SKY Sport network between September 2011 and February 2012.Design/methodology/approachContent analyses for various categories of alcohol-related images were conducted, including a novel inclusion of analysing crowd alcohol consumption.FindingsThe results provide empirical evidence that sponsorship and activation-related activities of alcohol brands subvert national regulations that ban alcohol advertising during daytime television programming.Originality/valueThe results serve to sensitise researchers, practitioners, policy makers, and regulators to the prevalence of incidental alcohol promotional material within the overall televised alcohol advertising mix and the broader societal exposure to such images. This research also informs readers that alcohol companies and media outlets produce alcohol-related marketing that may not be in-line with the meaning and/or intent of laws.

Narrative of the night-out: Student engagement in the night-time economy of Kingston upon Thames

In the past twenty years the number of people drinking alcohol in the UK has fallen; the average level of consumption has also declined. Meanwhile, a shift in expenditure and preferred drinking venues has been noted among young people in particular: from ‘pub-club’ to ‘home-pub-club’, with connotations of ‘pre-loading’, binge-drinking and intoxication. In response, The Department of Health has reviewed its guidelines on safe drinking. This study focuses on the self-reported drinking behaviour of 604 Kingston University students during a recent night-out. The narrative is set within the policy context and management of the local night-time economy. Evidence from the online survey revealed differences by gender and ethnicity in ‘pre-loading practices’, travel behaviour, the pattern and timing of visits to licensed town centre venues, expenditure on alcohol (pre-loaded and venue-based) and preferred brands. Units of alcohol consumed and travel patterns are related to perceptions of personal safety, experiences of victimisation and use of support services in the night-time economy.

Can alcohol sponsorship be diluted by health messaging?

Concerns surround the association between alcohol advertising and alcohol consumption amongst audiences. Research has examined the link in broadcast sports, yet limited attention is directed towards newer media. This paper examines whether there is a link between alcohol sponsorship in sports games and alcohol brand recall, recognition and choice, and whether in-game health messages moderate this association. Simulated games designed specifically for this study are used to observe whether in-game alcohol sponsorship combined with embedded health messages affect the player’s brand awareness. Findings highlight the influence of in-game alcohol sponsorship placement on brand awareness, yet embedded health messages do not impact consumer behaviours. This research provides evidence suggesting regulations in games may be warranted and further examination of health messaging in sponsor brand placement necessary.

Alcohol Marketing during the UEFA EURO 2016 Football Tournament: A Frequency Analysis.

This study examined the frequency and nature of alcohol marketing references in broadcasts of the 2016 UEFA (Union of European Football Associations) European Championships football tournament in the United Kingdom (UK). Eighteen matches from across the tournament were recorded in full as broadcast in the UK, including all four matches featuring the English national team and all seven featuring the French national team. All visual and verbal references to alcohol marketing were recorded using a tool with high inter-rater reliability. A total of 2213 alcohol marketing references were recorded, an average of 122.94 per broadcast and 0.65 per broadcast minute (0.52 per minute in-play and 0.80 per minute out-of-play). Almost all references were visual (97.5%), with 77.9% occurring around the pitch border. Almost all (90.6%) were indirect references to alcohol brands (e.g., references to well-known slogans), compared to only 9.4% direct references to brands (e.g., brand names). The frequency of references to alcohol marketing was high. Although the overall proportion of direct brand references was low, the high proportion of indirect references demonstrates that alcohol producers were able to circumvent the French national law governing alcohol marketing (the Loi Évin) using indirect “alibi marketing”. To ensure the spirit of the Loi Évin regulations are achieved, stricter enforcement may be required to limit exposure to alcohol marketing, particularly for young people.

Trends in alcohol drinking among university students at the Polish University of Warmia and Mazury in Olsztyn.

Aim:This article presents cross-sectional data collected from the population of first-year students at the University of Warmia and Mazury in Olsztyn in 2000–2016. The aim of the study was to investigate changes in the following trends among university students after Poland’s accession to the European Union (2004): (1) alcohol consumption, (2) alcoholic beverage preferences, and (3) attitudes towards alcohol.Method:The study relied on data from anonymous surveys conducted every two years between 2000 and 2016 among a representative sample of first-year university students. A total of 9778 individuals (4264 males and 5514 females) completed anonymous questionnaires during the period under analysis. Statistical analyses were performed by comparing the frequency of answers given by male and female students in the first and last year of the study.Results:There was a steady linear decrease in the percentages of abstainers of both genders and a regular linear increase in the number of female students abusing alcohol to blackout level in the analysed period of 2000 to 2016. The respondents’ preferences for alcohol brands became more diversified (with foreign types of strong liquors becoming more popular), and their attitudes towards alcohol availability on campus were liberalised.Conclusions:Our data complement the gaps in empirical research on alcohol consumption among university students in European countries. They point to greater homogenisation of Polish drinking culture and convergence in male and female drinking behaviours.

How alcohol marketing engages users with alcohol brand content on Facebook: an Indian and Australian perspective

Little work has been conducted to understand how alcohol marketers engage users with their brands’ Facebook pages in India and Australia. We aimed to evaluate and compare (i) the types of marketing techniques alcohol marketers utilize to facilitate user engagement on their brands’ Facebook pages and (ii) the extent to which users engage with these techniques in two diverse national contexts. We identified the ten most popular alcohol brands on Facebook in India and Australia based on the number of ‘likes’ for each official brand site. Brand websites and data analytic sources were accessed to collect metrics relating to number of likes, frequency of posts made by alcohol marketers on their brand websites and the resulting comments from fans, and messages relating to responsible drinking. The identified brands accrued substantial user engagement (e.g. Budweiser beer attracted 12.8 million likes in Australia and Foster’s beer 802,807 likes in India). The strategies employed were a mix of country-specific (e.g. India: inspirational talks and livelihood skills vs. Australia: posts related to the brand’s tradition or heritage) and generic approaches (e.g. alcohol sponsorship of sport, music, and fashion, offering consumption suggestions, organizing competitions, giveaways, and use of memes). This cross-national comparison illustrates that alcohol marketing on Facebook is user-focused and flexible, works with specific national contexts, and capitalizes on the cultural meanings users invoke in their interactions with sites. The study results also demonstrate the potential for brands to engage those under the legal drinking age by delivering alcohol content on Facebook.

The framing of alcohol in (non-)sponsored movies: A comparative content analysis of alcohol advertising and portrayals in sponsored and non-sponsored Dutch movies

Aims: Alcohol advertising, in the form of product placement, has been shown to influence the viewer’s alcohol consumption. However, it is not just the portrayal itself that affects behavioural outcomes; the particular message that is conveyed in an alcohol portrayal may actually influence consumer behaviour in a manner known as “framing”. Therefore, the prevalence and framing of alcohol portrayals in movies was investigated by focussing on product placement strategies, several portrayal characteristics and compliance with relevant guidelines/laws. Furthermore, a comparison is made between movies sponsored by an alcohol brand and non-sponsored movies.Methods: Sixteen Dutch movies (of which 50% were sponsored) underwent content analysis using a four-category, 21-item coding scheme. Alcohol was present in every movie and a total of 937 alcohol portrayals were analysed.Findings: The results show that the alcohol portrayals were predominantly positive. In the sponsored movies, more liquor was consumed and alcohol portrayals had a lower plot connection.Conclusions: In general, the differences between alcohol portrayals in movies sponsored by an alcohol brand compared with non-sponsored movies were rather small. However, the portrayals sometimes offend the legislation regarding regular alcohol commercials, and given the effects of alcohol portrayals on young viewers, this needs attention.

Explaining Counterfeit Alcohol Purchases in Russia.

Alcohol is a common target of counterfeiting in Russia. Counterfeit alcohol is defined here as the manufacture, distribution, unauthorized placement (forgery) of protected commodity trademarks, and infringement of the exclusive rights of the registered trademark holders of alcoholic beverages. It is often argued that the expansion of the counterfeit product market is due to the steady demand of economically disadvantaged people for low-priced goods. The situation becomes more complicated once deceptive and nondeceptive forms of counterfeiting are taken into account. This study aimed to identify markers of risky behavior associated with the purchase of counterfeit alcohol in Russia. The analysis relied on consumer self-reports of alcohol use and purchase collected nationwide by the Russia Longitudinal Monitoring Survey (RLMS-HSE) in 2012 to 2014. I used a generalized linear mixed-model logistic regression to identify predictors of risky behavior by consumers who purchased counterfeit alcohol, either knowingly or unknowingly, during the 30days preceding the survey. Purchases of counterfeit alcohol declined slightly from 2012 to 2014, mainly due to a decrease in consumers mistakenly purchasing counterfeit products. Predictors of counterfeit alcohol purchases differed between consumers who knowingly and unknowingly purchased counterfeit products. Nondeceptive purchase of counterfeit alcohol was related primarily to an indifference to alcohol brands. Consumers with social networks that include drinkers of nonbeverage alcohol and producers of homemade alcohol were highly likely to consume counterfeit alcohol deliberately. Problem drinking was significantly associated with a higher risk of both deceptive and nondeceptive purchases of counterfeit alcohol. Poverty largely contributed to nondeceptive counterfeiting. The literature has overestimated the impact of low prices on counterfeit alcohol consumption. Problem drinking and membership in social networks of consumers of surrogate alcohol (i.e., nonbeverage) are more influential in explaining why people purchase counterfeit alcohol. Further research on these 2 factors is needed to more fully understand the purchase and consumption of counterfeit alcoholic beverages.

Alcohol consumers\u2019 attention to warning labels and brand information on alcohol packaging: Findings from cross-sectional and experimental studies

BackgroundAlcohol warning labels have a limited effect on drinking behavior, potentially because people devote minimal attention to them. We report findings from two studies in which we measured the extent to which alcohol consumers attend to warning labels on alcohol packaging, and aimed to identify if increased attention to warning labels is associated with motivation to change drinking behavior.MethodsStudy 1 (N = 60) was an exploratory cross-sectional study in which we used eye-tracking to measure visual attention to brand and health information on alcohol and soda containers. In study 2 (N = 120) we manipulated motivation to reduce drinking using an alcohol brief intervention (vs control intervention) and measured heavy drinkers’ attention to branding and warning labels with the same eye-tracking paradigm as in study 1. Then, in a separate task we experimentally manipulated attention by drawing a brightly colored border around health (or brand) information before measuring participants’ self-reported drinking intentions for the subsequent week.ResultsStudy 1 showed that participants paid minimal attention to warning labels (7% of viewing time). Participants who were motivated to reduce drinking paid less attention to alcohol branding and alcohol warning labels. Results from study 2 showed that the alcohol brief intervention decreased attention to branding compared to the control condition, but it did not affect attention to warning labels. Furthermore, the experimental manipulation of attention to health or brand information did not influence drinking intentions for the subsequent week.ConclusionsAlcohol consumers allocate minimal attention to warning labels on alcohol packaging and even if their attention is directed to these warning labels, this has no impact on their drinking intentions. The lack of attention to warning labels, even among people who actively want to cut down, suggests that there is room for improvement in the content of health warnings on alcohol packaging.

Emerging social media ‘platform’ approaches to alcohol marketing: a comparative analysis of the activity of the top 20 Australian alcohol brands on Facebook (2012-2014)

Social media platforms are important actors in the development of alcohol marketing techniques. While public health research has documented the activities of brands and consumers related to alcohol promotion and consumption on social media, there remains the need to develop an account of the native, participatory and data-driven advertising model of these platforms. This article examines the relationship between alcohol brands, media platforms and their users by analysing the activity of the 20 most popular alcohol brands’ Australian Facebook pages in 2012 and 2014. We report that the number of fans of alcohol brands increased by 52% from 2012 to 2014. While the number of posts dropped 12% from 2012 and 2014, total interactions with posts by users increased by 9%. Overall, brand activity and engagement became more consistent between 2012 and 2014. We argue that the changing character of user engagement with alcohol brands on Facebook can be related to changes in the platform architecture. Facebook is orchestrating a shift from exposure to engagement as its key advertising metric, and thus departing substantially from established mass media advertising paradigms. Effective policy responses to alcohol marketing in the digital era depend on a more rigorous examination of the marketing infrastructure of social media platforms.

Time trends for tobacco and alcohol use in youth-rated films popular in Mexico and Argentina, from 2004-2012

To examine and compare overall prevalence and time trends in tobacco and alcohol portrayals and brand appearances in youth-rated US and nationally-produced films that were the most successful in Argentina and Mexico from 2004-2012. Top-grossing nationally produced films from Argentina (n=73), Mexico (n=85) and the US (n=643) were content analyzed. Logistic regression was used to determine differences between Mexican, Argentine and US produced films. Linear regression models assessed significant cross-country differences in the mean number of tobacco and alcohol seconds. Films from Mexico and Argentina were more likely than US films to contain tobacco, (OR=4.2; p<0.001) and (OR=7.2; p<0.001). Alcohol was present in 93% of Argentine, 83% in Mexican and 83% US films. Smoking and alcohol were highly prevalent in nationally produced films. They may have a significant impact and should be targeted by policies to reduce youth exposure to portrayals of risk behaviors.

Assessing Youth-Appealing Content in Alcohol Advertisements: Application of a Content Appealing to Youth (CAY) Index

ABSTRACTUnderage drinking is a serious public health problem in the United States, and youth exposure to alcohol advertising has been indicated as a possible contributing factor. Although a number of studies have identified advertising content features that youth find appealing, a key limitation of this research is the absence of a broader tool to examine those features, especially those used by alcohol brands that are popular with underage drinkers. We created an index of content elements found in the research literature to be appealing to youth, and then used this index in a content analysis to identify the degree to which youth-appealing content appeared in a sample of alcohol ads that aired on television shows popular among youth. Finally, using bivariate analysis, we tested the relationship between alcohol brands’ use of this content and the popularity of those brands among youth. We found that many of the ads featured youth-appealing content, and that the ads for the alcohol brands most popular among youth had more youth-appealing content than the less popular brands.

An examination of how alcohol brands use sport to engage consumers on social media.

To examine how alcohol brands use sport in their communication activities on social media. Despite extensive research exploring alcohol advertising and sponsorship through sport, minimal attention has been given to digital platforms. This study undertakes a qualitative content analysis to examine the social media activity of alcohol brands sponsoring the three largest spectator sports in Australia: Australian rules football, rugby league and cricket. Four sport-related social media strategies are identified through which alcohol brands solicit interaction with consumers, often involving co-creation of content and social activation. These strategies act as 'calls to action' and through the association of sport and alcohol encourage consumers to engage in competition, collaboration, celebration and consumption. These strategies are further strengthened by communications which draw upon themes of identity and camaraderie to resonate with the consumer. Sport-linked social media strategies utilised by alcohol brands extend beyond just promoting their product. They seek higher levels of engagement with the consumer to amplify and augment the connection between alcohol and the sport spectator experience. The discussion highlights the powerful combination of sport and social media as a mechanism by which these brands seek to interact with consumers and encourage them to both create and promote content to their social networks. These strategies allow alcohol brands to extend their marketing efforts in a manner which can elude alcohol codes and prove difficult for regulators to identify and control. [Westberg K, Stavros C, Smith ACT, Munro G, Argus K. An examination of how alcohol brands use sport to engage consumers on social media. Drug Alcohol Rev 2018;37:28-35].

Alcohol marketing on social media: young adults engage with alcohol marketing on facebook

Background: Young adults are highly-active users of social network sites such as Facebook for their everyday friendship socializing. Alcohol companies have strategically used Facebook to embed their alcohol marketing into young adults’ social networking friendship activities, blurring the lines between user and alcohol brand generated content. This study explored mechanisms through which commercial alcohol interests interact with young adults’ online friendship practices and how young adults engage with this online alcohol marketing.Method: Researcher-participant online Facebook interviews were conducted with seven (4 females, 3 males) New Zealand young adults (18–25 years). The interviews were recorded using data screen-capture software to track participants’ online navigation and audiovisual recording of the conversation and non-verbal behaviors.Results: Our social constructionist thematic analysis identified that online alcohol marketing is obscured within friendship endorsing and invitations to drink; taken up as content for Facebook friendship fun; and objected to as intrusions into online friendship activities.Conclusions: Social media alcohol marketing encourages alcohol consumption through new forms of promotion and the exploitation of networked peer group friendship practices. The interaction between young adults’ online friendship practices and alcohol marketers as “friends” inside these practices needs urgent attention by policymakers seeking to reduce alcohol consumption.

Alcohol marketing in the Americas and Spain during the 2014 FIFA World Cup Tournament.

To identify the nature of visual alcohol references in alcohol advertisements during televised broadcasts of the 2014 FIFA World Cup Tournament matches and to evaluate cross-national differences according to alcohol marketing policy restrictiveness. Content analysis using the Delphi method and identification of in-game sponsorships. Television broadcasts of the 2014 FIFA World Cup in Argentina, Brazil, Canada, Finland, France, Mexico, Spain and the United States. Eighty-seven alcohol advertisements; 20 matches. Quantitative rating scales, combined with the Delphi rating technique, were used to determine compliance of the alcohol advertisements with the International Alliance for Responsible Drinking's (IARD) Guiding Principles. Recordings of five matches from four countries were also used to identify the number of in- and out-of-game alcohol brand appearances. A total of 86.2% of all unique alcohol advertisements contained at least one violation of IARD's Guiding Principles, with violation rates ranging from 72.7% (Mexico) to 100% (Brazil). Countries with the least restrictive marketing policies had a higher prevalence of violations in guidelines designed to protect minors. There were 2.76 in-game alcohol brand appearances and 0.83 out-of-game alcohol brand appearances per minute. Brand appearances did not differ across countries or according to a country's marketing policy restrictiveness. Self-regulation and statutory policies were ineffective at limiting alcohol advertising during the 2014 FIFA World Cup Tournament television broadcasts. Most advertisements contained content that violated the self-regulation codes, and there were high levels of within-broadcast brand appearances.

\u201cF*ck It! Let\u2019s Get to Drinking\u2014Poison our Livers!\u201d: a Thematic Analysis of Alcohol Content in Contemporary YouTube MusicVideos

PurposeThe purpose of the present study is to describe the portrayal of alcohol content in popular YouTube music videos.MethodWe used inductive thematic analysis to explore the lyrics and visual imagery in 49 UK Top 40 songs and music videos previously found to contain alcohol content and watched by many British adolescents aged between 11 and 18 years and to examine if branded content contravened alcohol industry advertising codes of practice.ResultsThe analysis generated three themes. First, alcohol content was associated with sexualised imagery or lyrics and the objectification of women. Second, alcohol was associated with image, lifestyle and sociability. Finally, some videos showed alcohol overtly encouraging excessive drinking and drunkenness, including those containing branding, with no negative consequences to the drinker.ConclusionOur results suggest that YouTube music videos promote positive associations with alcohol use. Further, several alcohol companies adopt marketing strategies in the video medium that are entirely inconsistent with their own or others agreed advertising codes of practice. We conclude that, as a harm reduction measure, policies should change to prevent adolescent exposure to the positive promotion of alcohol and alcohol branding in music videos.

Amount of Televised Alcohol Advertising Exposure and the Quantity of Alcohol Consumed by Youth.

Although studies demonstrate that exposure to brand-specific alcohol advertising is associated with an increased likelihood of youth consuming particular brands, the relationship between quantity of brand-specific advertising exposure and quantity of brand-specific consumption has not been firmly established. Using the Alcohol Brand Research Among Underage Drinkers (ABRAND) national sample of 1,031 young drinkers (ages 13-20), this study examined the relationship between their aggregated past-year exposure to advertising (in adstock units, a measure based on gross rating points) for 61 alcohol brands that advertised on the 20 most popular nonsports television programs viewed by underage youth and their aggregated total consumption of those same brands during the past 30 days. Predictive models adjusted for other media exposure, predictors of youth's alcohol consumption, and the consumption of brands not advertised on the 20 shows. For the fully adjusted models, each 100 adstock unit increase in exposure (about 1 SD) was associated with an increase of 5.9 drinks (95% CI [0.9, 11.0 drinks]) consumed during the past 30 days among those with less than 300 units of advertising exposure, and an increase of 55.7 drinks (95% CI [13.9, 97.4 drinks]) among those with 300 or more adstock units of exposure. Among underage youth, the quantity of brand-specific advertising exposure is positively associated with the total quantity of consumption of those advertised brands, even after controlling for the consumption of non-advertised brands. Future research should examine exposure-consumption relationships longitudinally and in other media.

Alcohol sponsorship and its impact on sports participants’ consumption

The aim of this study was to examine the association between alcohol consumption, alcohol sponsorship in sports and preferences of sponsored sportspeople regarding sponsorships/consumption. We investigate the impact of alcohol sponsorship on sportspeople in the Australian population using a national survey of sportspeople (N = 2367), representing a range of club and professional sports. The results show an association between alcohol sponsorship of sport and increased alcohol consumption among sports participants (i.e. ‘sportspeople’). Additionally, a preference for sponsored alcohol brands was found by sponsored sportspeople. Our research adds to the growing evidence for policy review of alcohol sponsorship of sports and extends prior studies investigating impacts of alcohol sponsorship upon sports participants by generalizing to a large, national sample of sportspeople.

Awareness of alcohol advertisements and perceived influence on alcohol consumption: a qualitative study of Nigerian university students

Despite the growing alcohol marketing activities of the transnational alcohol industries in Nigeria, little research has focussed on their effects on Nigerian youths. This study explores students’ awareness of electronic and outdoor alcohol advertisement on campus and around students’ off-campus residential and leisure sites, and the extent to which they perceive it to affect their drinking. Thirty-one in-depth interviews were conducted with male and female undergraduate students (aged 19-23 years) from a south-eastern Nigerian university. Alcohol advertisements on television, posters, billboards and the branded fences of bars are common on campus and around students’ off-campus residential and leisure spaces. While students were exposed to television alcohol advertisements aired during football games, movies and news hours, they regularly saw point-of-sale and other outdoor advertisements on and around the campus. Students demonstrated sophisticated levels of awareness of alcohol advertisements, to the extent that they ‘identified’ brand names, vividly described the advertising messages they had seen and named specific bars, restaurants and other sites where they had seen alcohol advertisements regularly. While alcohol advertisement influenced men to consume new products, it also affected their brand preference on a permanent basis. Although alcohol advertisements appear not to have influenced the women, it is argued that this was because they were exposed to the advertisements of alcoholic brands that are categorised as ‘men’s alcohol’ in Nigeria. The results suggest that while effective monitoring of electronic and outdoor advertisements should be reinforced, policymakers may consider replacing self-regulation with evidence-based alcohol control regulatory measures in Nigeria.

Alcohol Marketing on Twitter and Instagram: Evidence of Directly Advertising to Youth/Adolescents.

Assess whether alcohol companies restrict youth/adolescent access, interaction, and exposure to their marketing on Twitter and Instagram. Employed five fictitious male and female Twitter (n = 10) and Instagram (n = 10) user profiles aged 13, 15, 17, 19 and/or 21. Using cellular smartphones, we determined whether profiles could (a) interact with advertising content-e.g. retweet, view video or picture content, comment, share URL; and/or (b) follow and directly receive advertising material updates from the official Instagram and Twitter pages of 22 alcohol brands for 30 days. All user profiles could fully access, view, and interact with alcohol industry content posted on Instagram and Twitter. Twitter's age-gate, which restricts access for those under 21, successfully prevented underage profiles from following and subsequently receiving promotional material/updates. The two 21+ profiles collectively received 1836 alcohol-related tweets within 30 days. All Instagram profiles, however, were able to follow all alcohol brand pages and received an average of 362 advertisements within 30 days. The quantity of promotional updates increased throughout the week, reaching their peak on Thursday and Friday. Representatives/controllers of alcohol brand Instagram pages would respond directly to our underage user's comments. The alcohol industry is in violation of their proposed self-regulation guidelines for digital marketing communications on Instagram. While Twitter's age-gate effectively blocked direct to phone updates, unhindered access to post was possible. Everyday our fictitious profiles, even those as young as 13, were bombarded with alcohol industry messages and promotional material directly to their smartphones.