Alcohol Production Research Articles

The effect of proportional pricing on alcohol purchasing in two online experiments.

Buying smaller-sized alcohol products can reduce alcohol consumption, but larger products have better value for money, which presents a barrier to switching. We tested whether proportional pricing prompts drinkers to buy smaller alcohol products and reduce alcohol purchasing. This study was an online experiment set in the United Kingdom, using hypothetical shopping tasks in which participants purchased different-sized products presented under proportional pricing (i.e. constant price per litre throughout all sizes of the same product) or standard pricing conditions. Study 1 (comprising n = 210 participants) was a mixed experiment with pricing condition (proportional pricing, standard pricing; within-subjects) and drink type (lager, red wine, vodka; between-subjects) as manipulated factors. Study 2 (comprising n = 90 participants) was a within-subjects experiment with pricing condition (proportional pricing, standard pricing) and multi-pack type (size difference-only, quantity-difference only, size and quantity difference) as manipulated factors. Participants were UK adult alcohol consumers. We measured outcome variables, including alcohol purchasing (UK units) and proportion of alcohol purchased from smaller products. Proportional pricing consistently increased the proportion of alcohol purchased from smaller products [study 1: B = 10.82, 95% confidence interval (CI) = 8.72-12.92; study 2: B = 11.64, 95% CI = 3.50-19.77], indicating a switch to smaller products. However, this did not consistently reduce the total amount of alcohol purchased among drink and product types: proportional pricing reduced the total units purchased from lager multi-packs containing more rather than fewer products (B = -2.56, 95% CI = -4.82 to -0.30), but not from other types of lager multi-packs or single lager products. Proportional pricing also reduced vodka purchasing (B = -3.30, 95% CI = -5.21 to -1.40), but the effect of proportional pricing on wine purchasing was moderated by hazardous drinking (B = -0.11, 95% CI = -0.17 to -0.05). Alcohol sales policies that require proportional pricing may reduce alcohol purchasing.

The landscape and level of alcohol policy enforcement in Tanzania.

Harmful use of alcohol causes more deaths in Sub-Saharan Africa than in any other region. In Tanzania, where alcohol use disorders rates are twice the overall African average, harmful alcohol consumption is a public health concern. Given the lack of a contemporary overview of the alcohol policy landscape, we conducted a mixed-methods review of key alcohol-related policies, implementers, and initiatives in Tanzania. We conducted a desk-based review of policy-related documents, and in-depth interviews with eight key informants guided by the 10-composite-indicator framework of a tool for measuring alcohol policy implementation developed by World Health Organization. Representatives were from health-service delivery, community-based organizations, governmental organizations, research, and policymakers whose work is related to alcohol in Tanzania. Data was collected in June and October 2022, and finalized in March 2023. Findings were analyzed using Microsoft Word v2021. Themes were identified, collected, combined, and tabulated. Differences were then resolved by first and second authors. Our findings revealed no single comprehensive national alcohol policy. Pending finalization of a draft policy, various documents and actors govern alcohol production, distribution, licensing, and consumption. Little intersectoral linkage between entities contributes to poor enforcement of these regulations. Regulation is stronger in urban areas, and restrictions more effective on industrial alcohol. However, the majority of consumed alcohol in Tanzania is informally-produced, especially in rural settings. Socio-cultural context plays a key role in alcohol production and consumption, contributing to early-age exposure to alcohol. Alcohol is a growing source of revenue for the Tanzanian government and, therefore, imposing further restrictions is a low priority. There are important policy gaps in various sectors pertaining to alcohol regulation. Our results strongly suggest the need for a comprehensive approach to developing an overarching alcohol policy, with involvement of key stakeholders, stronger enforcement, and increased awareness, resources, and collaborations.

Prevalence and predictors of misperceptions of 'better-for-you' alcohol products among Australian adult drinkers.

This study investigated the prevalence and predictors of misperceptions about the healthiness of alcohol products carrying common health-oriented marketing cues and the relative importance of the type (versus amount) of alcohol consumed in contributing to health risks. Data were from a 2022 cross-sectional national population survey. Australian adults (18-65 years) who consumed alcohol in the past year (n = 1960) reported their agreement with statements that a selection of health-oriented marketing cues meant an alcohol product was 'better for you' and rated the importance of the type and amount of alcohol consumed in causing health risks. The majority of participants misperceived the type of alcohol to be at least as important as the amount in causing health risks (61%) and misperceived at least one health-oriented marketing cue as meaning a product was 'better for you' (75%). Misperceptions about low sugar, calorie and carbohydrate; and preservative-free claims (46-56%) were most common. Misperceptions about natural, organic, vegan, low sugar, low calorie, gluten-free and seltzer cues were less prevalent among older (45-65 years) than young adults (18-24 years, PR = 0.27-0.86). A lower proportion of women (compared to men) held misperceptions about vegan (PR = 0.66) and gluten-free claims (PR = 0.78), but a higher proportion held misperceptions about low sugar claims (PR = 1.13). There were also variations by socioeconomic status, alcohol consumption, education and regional/metropolitan location. Misperceptions about health-oriented marketing of alcohol are widespread. Further regulation of permissible alcohol marketing content is needed, but until then, differences in misperceptions between population segments may inform targeted health promotion efforts.

Process Simulation, Thermodynamic and System Optimization for the Low-Carbon Alcohols Production via Gasification of Second-Generation Biomass

Biomass-to-liquid fuels technology offers a promising method for high-value biomass conversion, addressing environmental toxicity and fossil fuel non-renewability. However, challenges such as low system efficiency and identifying efficiency losses persist. In this study, a comprehensive process model of a low-carbon alcohols production system via biomass gasification was developed, based on the first demonstration project in China. The innovation of this study lies in its detailed experimental validation, as the model simulation was performed using laboratory data and verified with pilot-scale platform data ensuring high accuracy. Additionally, the study conducted a thorough sensitivity analysis of system parameters, energy, and exergy assessments to find the proper operating conditions, including equivalent ratio, biomass type, and reactor temperature and pressure. The simulation results demonstrated an energy efficiency of 34.67% and an exergy efficiency of 31.24%. Through operating parameters and heat recovery measures, these efficiencies increased by 11.66% and 8%, respectively. This research not only obtains improved operating parameters for the pilot-scale platform but also provides actionable insights for enhancing the yields of target products and upgrading low-grade energy utilization. These findings offer valuable guidance for the commercialization of bio-syngas alcohols production systems, highlighting significant advancements in efficiency and system performance.

Australian parents' perceptions of the risks posed by harmful products to the health of children.

Cigarettes, alcohol, vaping and gambling products can cause significant harm to children and young people. The industries that make these products employ a range of tactics that aim to normalize their products and resist policy and regulatory reform. This includes 'responsibility' framing, in which parents are often held responsible for educating their children about the risks of these products. However, there has been very little research, which has investigated parents' perceptions of these industries. A qualitatively led online panel survey was conducted with n = 455 Australian parents who had at least one child aged between 11 and 17 years. Participants were asked questions relating to concerns about harmful products; what they talked about with their children; other potential sources of risk information; and who were responsible for protecting young people from these industries. Four themes were constructed. (i) Parents identified that parental influence, peer pressure, social media and advertising influenced children's attitudes towards these products. (ii) They had concerns about the short- and long-term consequences of these products. (iii) Parents actively engaged in educating their children about these products but recognized that it was difficult to counter industry messages. (iv) Parents emphasized the need for a collective approach, advocating for increased information and government regulations, particularly relating to marketing. This study demonstrates that parents are concerned about these industries and do their best to protect their children from harm but recognize that they need more support. Evidence-based education and comprehensive regulations particularly around marketing are needed to de-normalize products and protect young people.

Determination of the quantitative content of volatile components in ethanol-containing products

A method is proposed for correctly determining the quantitative content of volatile components, including ethyl alcohol, in alcohol-containing products. The method is based on the use of sample density measurement data and chromatographic data for determining the quantitative content of volatile compounds. It is shown that in a number of cases the difference between the values of the volumetric content of ethyl alcohol in alcoholic products, calculated according to the interstate standard GOST 3639 and according to the proposed method, exceeds by several times the declared measurement error limit of 0.1 % by volume. The results obtained can be used to update state, interstate and international standards for quality control and safety of alcoholic and alcohol-containing products.

A mixed methods approach to investigate factors influencing young drivers’ intention to drink and drive: A case study from an alcohol-prohibited country

Drunk driving is a worldwide road safety concern that has led to road crashes. In Iran, while the production, distribution, and consumption of alcohol are prohibited, drinking has increased significantly over the last decade, resulting in a corresponding rise in drunk driving and related crashes. Therefore, this study adopted a mixed methods approach aimed at evaluating the factors influencing young drivers’ intentions to drink and drive, along with the facilitators and barriers to this behavior. Quantitative data was collected from 537 drivers aged between 18 and 25 with valid driving license in Tehran, Iran. An extended theory of planned behavior (TPB) model was proposed, and structural equation modeling was used to evaluate the proposed model. Qualitative data was collected via semi-structured interviews with 33 young drivers who had engaged in drunk driving at least once in the past six months, and reflective thematic analysis was used to analyze the data. The findings of the survey highlighted the prevalence of drunk driving among young drivers, as 24.4% of participants reported driving under the influence of alcohol at least once in the past six months. The results showed that perceived risk, perceived behavioral control, attitudes, descriptive norms, and perceived ability to manipulate enforcement were significant predictors of intentions to drink and drive. The results of the interviews revealed that participants considered the social and cultural context of the country as the basis for the facilitators and barriers of drunk driving, subsequently forming their future behavior. Social restrictions for drinking and lack of education and specific legislation were mentioned as the facilitators, while legal and non-legal sanctions were considered as important barriers. The findings of this study provided an understanding of the underlying constructs of drunk driving to provide effective policy and practical implications that can be developed to address the issue.

Red Rice Alcohol in Southern China: Two Ways of Traditional Brewing and Their Implications for Archaeological Research

ABSTRACT China has a long history of making alcohol using different cereals. Recent archaeological studies demonstrate that people began producing hongqujiu (red rice alcohol) in the early Neolithic. However, because this product is produced and consumed in limited areas today, there is limited information about how it is made. This article reports ethnographic observations of the process of making hongqujiu in two villages in Zhejiang Province, China, where local people practice two different brewing methods–wet and dry. Samples from an abandoned jiugang vat, used in the production of red rice alcohol by a local villager, were studied microscopically to provide reference data on starches, fungi, and other microresidues. By providing reference information on the traditional alcohol-making processes, circumstances of consumption, and morphological changes of starch and fungal elements, this study will improve our understanding of alcohol making and consuming practices in archaeological contexts in China and beyond.

N, N-Mn(I)-catalyzed transfer hydrogenation of ketones

Compared with other inexpensive metals-based catalysts for transfer hydrogenation, the use of manganese is rather more limited. Herein, a series of N, N-Mn(I)-Catalysts based on previous work were synthesized for transfer hydrogenation of ketones. Differential aromatic, heterocyclic ketones, as well as aliphatic ketones could be employed in this catalytic system, delivering the desired alcohol products in moderate to excellent yields. This N, N-Mn(I)-based catalytic system provides an alternative protocol for transfer hydrogenation of ketones to produce alcoholic products.

Cloud point prediction model for polyvinyl alcohol production plants considering process dynamics

In polyvinyl alcohol (PVA) production plants, the cloud point is controlled as one of the product properties. The cloud point is the temperature at which the water solubility rapidly decreases because hydrogen bonds between PVA and water are broken. If the cloud point falls below a controlled value, the performance of the PVA as a product deteriorates, and thus it is necessary to monitor the cloud point in real time and ensure that it does not deviate from the controlled value. However, the cloud point cannot be analysed frequently in practical operations. In this study, a soft sensor that continuously predicts the cloud point from process variables that can be measured in real time was constructed using machine learning. Furthermore, the prediction accuracy of the model was improved by (1) increasing the number of samples using a data set of similar quality to the cloud point, considering that the number of samples near the control value of the cloud point is small, and (2) selecting the optimum process variable and time-delay range, considering the time delay of the process variable to accommodate the dynamic behaviour of the plant. Analysis was conducted using data measured from an actual PVA manufacturing plant. When comparing the conventional method with the proposed method, the coefficient of determination, used as an indicator to evaluate model performance, improved from 0.288 to 0.729. Furthermore, the root mean squared error decreased from 1.52 to 0.937. These results demonstrate that the proposed method contributes to improved prediction accuracy.

A chance for countries to support Ireland's world‐leading cancer warning labels for alcohol containers

AbstractIreland has regulated for all packaged alcohol products to include a health warning that states that ‘there is a link between alcohol and fatal cancers’. This warning is being opposed in the World Trade Organization by 12 member states who are raising that the warning is an unnecessary barrier to trade. The World Health Organization is supporting Ireland. Countries should not oppose Ireland's warning which is defensible from legal and public health perspectives.

An online assessment of ready‐to‐drink alcohol products in Fort Worth, Texas: Which are the least expensive brands?

AbstractBackgroundAlcohol pricing policies can reduce population‐level alcohol consumption. To inform these policies, it is essential to understand the price per standard alcoholic drink of the least expensive brands. This study focused on prices of ready‐to‐drink products because of their accessibility, popularity among young people, and market expansion in recent years.MethodsIn 2023, we systematically identified 39 retail stores selling alcohol online in Fort Worth, Texas. For each product, we recorded information regarding brand name, alcohol‐by‐volume (abv), liquid volume, and price (n = 10,818). Ready‐to‐drink products encompassed beer, malt liquor, cider, premixed cocktails, and flavored alcoholic beverages (FAB) including hard beverages (seltzer, soda, tea, lemonade), excluding wine and distilled spirits. We limited analyses to brands sold by at least three stores and deduplicated products within stores. Our analytic sample size was 3924.ResultsThe least expensive brands included the following: Four Loko, MXD Drinks Co., Steel Reserve (High Gravity Lager and Alloy Series), Hurricane High Gravity, Natural Ice, Natty Daddy, Clubtails, Sauza Agave Cocktails, Truly Extra, and Icehouse. The average abv among all products was 5.9%. Among the 20 least expensive brands, the average abv was 9.0%, and 70% were available in single‐serve containers.ConclusionsThe least expensive brands of ready‐to‐drink alcohol products were often high abv, single‐serve containers of FAB, malt liquor, or beer. Retail price assessments can strengthen the case for policy solutions, such as targeted taxes and re‐classification of products, to reduce the risks posed by low‐priced alcohol. The current study identifies some brands these retail assessments should include.

Formulation and Evaluation of Herbal Hand Sanitizer

The main intention of this research is to prepare tulsi and Neem based herbal gel sanitizer by minimizing the alcoholic usage and to evaluate the anti-bacterial activity of this herbal sanitizer. Methods: tulsi and Neem gel sanitizer was prepared from the ethanolic extract of Ocimum Tenuiflorum and Azadirachta indica (along with addition of gel base prepared from HPMC-E15. Results: The tulsi and Nee gel sanitizer was formulated and evaluated for its phytochemical constituents present in tulsi and neem, organoleptic properties, irritancy test and the efficiency of anti-bacterial activity of tulsi was also evaluated and it is safe and effective against pathogens. Conclusion: As a natural herb, tulsi and neem which was a household ingredient could also be effectively formulated as a sanitizer that reduces the side effects of alcoholic sanitizer products and is a best source that acts effectively against a numerous pathogens..

Extending the G1 phase improves the production of lipophilic compounds in yeast by boosting enzyme expression and increasing cell size

Cell phase engineering can significantly impact protein synthesis and cell size, potentially enhancing the production of lipophilic products. This study investigated the impact of G1 phase extension on resource allocation, metabolic functions, and the unfolded protein response (UPR) in yeast, along with the potential for enhancing the production of lipophilic compounds. In brief, the regulation of the G1 phase was achieved by deleting CLN3 (G1 cyclin) in various yeast strains. This modification resulted in a 83% increase in cell volume, a 76.9% increase in dry cell weight, a 82% increase in total protein content, a 41% increase in carotenoid production, and a 159% increase in fatty alcohol production. Transcriptomic analysis revealed significant upregulation of multiple metabolic pathways involved in acetyl-CoA (acetyl coenzyme A) synthesis, ensuring an ample supply of precursors for the synthesis of lipophilic products. Furthermore, we observed improved protein synthesis, attributed to UPR activation during the prolonged G1 phase. These findings not only enhanced our understanding and application of yeast's capacity to synthesize lipophilic compounds in applied biotechnology but also offered unique insights into cellular behavior during the modified G1 phase, particularly regarding the UPR response, for basic research. This study demonstrates the potential of G1 phase intervention to increase the yield of hydrophobic compounds in yeast, providing a promising direction for further research.

Testing alcohol container warning labels among alcohol consumers in the field over a 4-week period: a protocol for a randomized field trial.

Online and lab-based experiments examining the impact of alcohol labels typically test a one-time exposure to labels and assess short-term, non-behavioural outcomes. These studies do not simulate a real-world label dose or assess actual alcohol use. This pilot aimed to develop a new protocol for testing alcohol labels that better reflects real-world exposure by presenting labels on consumers' own alcohol products over time and assessing effects on several outcomes, including alcohol use. Forty alcohol consumers in Canada completed an online baseline survey, were randomized to one of two label conditions (Control: recycle label; Intervention: cancer warning label), mailed labels according to their assigned condition, and asked to affix one label to all alcohol containers in their home over the 29 days in February 2024. Online surveys assessed label effects at three follow-up points, and SMS texts were used to promote protocol adherence. The protocol had high adherence and retention, with no differences between conditions. Survey response rates remained high at follow-ups, ranging between 80%-100%. All participants (100%) said they were satisfied with the study and 94% would recommend to a friend. Preliminary label effectiveness results were promising - between baseline and Day 29, the mean number of standard drinks (SD) consumed in the past 7 days decreased in the intervention condition by -4.2SD (45%), and in the control by -0.3SD (3%). Findings suggest this proof-of-principle protocol affixing labels on consumers' own alcohol products offers the potential for greater experimental control and real-world label dose than online or lab-based experiments.

Concentrated C2+ Alcohol Production Enabled by Post-Intermediate Modulation and Augmented CO Adsorption in CO Electrolysis.

The electrocatalytic synthesis of multicarbon products from CO2/CO feedstock represents a sustainable method for chemical production with a reduced carbon footprint. Traditional copper catalysts predominantly produce alkenes, but generating valuable and versatile C2+ alcohols, especially high-energy-density C3 alcohols, has been challenging due to issues with selectivity, activity, and stability. Here, we present the construction of Ru-doped Cu nanowires that enhance the selectivity of n-PrOH and C2+ alcohols. In situ Raman spectroscopy shows that our approach promotes both *CO binding and availability, particularly facilitating the formation of high-frequency-bound *CO (*COHFB) and maintaining multiple *CO adsorption modes on Ru-modified and bare low-coordinated Cu nanowires. Density-functional theory (DFT) simulations illustrate that introducing Ru species onto a low-coordinated Cu step surface simultaneously stabilizes CO and alcohol-related intermediates, shifting the dominant reaction pathway toward alcohols and facilitating CO-C2 coupling at the expense of ethylene selectivity. In an alkaline gas-diffusion electrolyzer, we attained a maximum Faradaic efficiency (FE) of 35.9% for n-PrOH and 62.4% for the total C2+ alcohols. Optimizing parameters in the membrane electrode assembly (MEA) system enabled the one-pot generation and separation of C2+ alcohols, achieving a record concentration of 18.8 wt % (4.2 wt % n-PrOH and 14.6 wt % EtOH) with nearly 100% purity at 200 mA/cm2 over 100 h. This work not only provides new insights and guidance for the development of future catalysts from the perspectives of surface science and mechanisms but also highlights the importance of coupling material engineering with reactor engineering to optimize the production process of high-value alcohol products.

Study on the effects of aging on the pyrolysis of plastic and the synergistic mechanisms of co-pyrolysis with lignite

Co-pyrolysis of waste plastic with low-rank coal explored how photoaging impacts the pyrolysis of plastics and delves into the synergistic mechanisms involved in co-pyrolysis. The results of elemental analysis, X-ray powder diffraction and Fourier transform infrared spectroscopy showed that photoaging primarily involves oxidizing and breaking the aliphatic chains in polyethylene (PE), as well as generating oxygen-containing functional groups like hydroxyl (-OH), carbonyl (-C=O), and ether (-C-O), thereby reducing the crystallinity of PE. The results of individual plastic pyrolysis showed that photoaging is beneficial to the generation of gas and tar. Pyrolysis tar of PE samples contains significant amounts of alcohols, and olefins and alkynes (O&As). The results of co-pyrolysis indicated that photoaging can enhance the yields of gas and oil from the co-pyrolysis between PE and Naomaohu (NMH) coal. Co-pyrolysis effectively reduced the relative content of O&As in the tar from the pyrolysis of PE samples alone by 8.0%–29.0 %. The synergistic mechanism of co-pyrolysis between aged PE and NMH involved supplying a significant quantity of hydrogen and hydroxyl radicals by NMH, which react with alkyl radicals generated from PE pyrolysis, leading to the production of additional alkanes and alcohols. These findings offered new insights for a deeper understanding of the co-pyrolysis behaviors between waste plastic and lignite.

Development and characterization of microencapsulated Pichia kluyveri CCMA 0615 with probiotic properties and its application in fermented beverages

The study aimed to develop innovative microencapsulated formulations of strains with probiotic attributes, Pichia kluyveri CCMA 0615 and Saccharomyces cerevisiae CCMA 0732. The yeasts (8 log CFU/mL) were microencapsulated by spray drying technique using whey powder (WP - 15 %, 20 %, and 30 %) and sodium alginate (ALG - 1 %). The microcapsules and cell viability were characterized during two months of storage (4 °C and 25 °C). The selected formulations were applied to functional beverage fermentation, and viability and survival in the simulated gastrointestinal tract (GIT) were performed. The viability of yeasts microencapsulated by the spray drying method was shown to be dependent on the strain and encapsulating matrix used, ranging from 84 to 99 %. P. kluyveri required refrigeration when storing microcapsules. In functional beverage fermentation, microencapsulated yeast maintained the same fermentative profile with carbohydrate consumption, production of lactic acid (0.30 to 1.10 g/L) and alcohol (0.2 to 1.61 g/L), and greater viability during storage. Finally, the microencapsulation of P. kluyveri with 15 % WP + 1 % ALG maintained high viability under GIT conditions, whether exposed independently (>84 %) or incorporated into a food matrix (>94 %). The study demonstrated that this innovative microencapsulation of probiotic yeasts increases their viability, improves biotechnological application, and facilitates efficient delivery of probiotics to the host.

Reduction short-chain volatile fatty acids and CO2 into alcohols in microbial electrosynthesis system

Microbial electrosynthesis system (MES) is an attractive strategy for converting CO2 into value-added chemicals and biofuels. In this work, it is for the first time demonstrates the feasibility of producing biofuels (eg., ethanol and butanol) from CO2 and volatile fatty acids (eg. acetic acid and butyric acid) by utilizing Clostridium ljungdahlii ERI-2 as biocatalyst in MES. The highest ethanol and butanol concentration of 12.52 ± 0.57 and 5.85 ± 0.78 mM are obtained at −0.9 V (vs Ag/AgCl) cathode potential, respectively. Furthermore, the trace elements content in growing medium is optimized to improve the production rate of ethanol from acetic acid/CO2 and butanol from butyric acid/CO2. Adding suitable Ni2+ and WO42− in the growing medium resulted in the maximum ethanol and butanol production can be increased 43.3 ± 3.2 % and 32.1 ± 3.5 %, respectively. The analysis of redox cofactor concentration indicates that the NADH is the main reducing force for the improvement of alcohols production. Based on these results, strategies for further improvement of CO2 to alcohols conversion can be formulated.

New immersive alcohol marketing and commerce in metaverse environments.

The study aims are to: (i) explore methods for identifying alcohol company marketing in metaverses; (ii) identify current types of alcohol marketing in metaverses; and (iii) identify dominant portrayals and meanings of alcohol marketing in these settings. Our design was exploratory, employing various approaches to identify alcohol company marketing across multiple metaverses. In stage one, we systematically navigated through metaverses as an avatar, documenting and coding all instances of alcohol company marketing. In stage two, the research team collaboratively explored and discussed excerpts of this marketing. The team thematically analysed the transcribed discussion, identifying key meanings and interpretations of immersive and interactive alcohol marketing. Stage one: alcohol company marketing was identified in two metaverses, Decentraland and Sandbox. Within those metaverses were five alcohol company marketing experiences: Heineken Silver, Jose Cuervo Tequila, Wisher Vodka, San Matias Tequila, and Mason Martell Cognac. Marketing strategies included immersive commerce, virtual drinking, immersive branding, immersive engagement, gaming, non-fungible tokens (digital assets), education, non-player characters promoting brands and virtual event-based marketing. Stage two: themes identified were: (i) immersive branding, representing continued exposure to brands that were both foregrounded and on the edge of users' awareness; (ii) immersive engagement, including alcohol-related gaming, quests, and alcohol production; (iii) avatars simulating drinking behaviour (virtual drinking); and (iv) immersive commerce representing how metaverse alcohol marketing may drive alcohol transactions. Alcohol companies are using novel immersive marketing techniques in metaverses. The impact on the experiences and drinking behaviours of users are unknown and require investigation.