Shattered Myths: Major findings from alcohol brand research among underage drinkers

Background: Our study team recently launched a novel line of research exploring the intersection of branding and underage drinking in the United States. Until now, alcohol research among adolescents had not comprehensively assessed the role of brand-specific marketing exposure and consumption. As alcohol marketing and advertising occurs at the brand level, this information is critically needed to accurately profile youth alcohol consumption and explore its antecedents, and to develop appropriate interventions for this population. Methods: Our analyses have examined the following factors at the brand level: alcohol price, sponsorships, content of popular music lyrics, brand and beverage type preferences, risky drinking behaviors, social networking and media exposure, and perceptions of alcohol advertising. Results: Our findings contradicted commonly-held notions about youth drinking. Examples include: (1) Youth are not drinking the cheapest alcohol brands; (2) Youth brand preferences do not simply mimic what is popular among adult drinkers; (3) Underage drinkers are not simply opportunistic in their alcohol consumption; rather, they consume a very specific set of brands; and (4) Evidence of alcohol advertising targeted at youth is much more likely to be found at the brand level. These findings underscore the importance of evaluating youth alcohol consumption at the brand level. Conclusions: This body of research provides new insight into the phenomenon of underage drinking by incorporating alcohol branding into the assessment and interpretation of youth alcohol use. Implications of these results for adolescent health interventions will be discussed.