Vivian Marlowe
Alcohol is the most regularly used addictive substance in the United States, and the multibillion-dollar industry spends a lot of money on marketing and advertising their products. While there are strict advertising and marketing rules, alcohol companies have been known to use sophisticated advertising and promotion techniques, such as linking alcohol brands to sports and cultural activities, sponsorships, product placements, and new marketing techniques like emails, text messaging, podcasts, and social media. Social media, in particular, has become the number one means of alcohol branding to a target market, with companies investing in strategies such as targeted ads, SEO, and online retailer partnerships to boost sales and reach a broader audience. Other ways alcohol is marketed include influencer marketing, traditional advertising, and promotional discounts.
| Characteristics | Values |
|---|---|
| Alcohol advertising | Not to target minors, either by using images or age-directed marketing ploys that may intentionally attract younger consumers, such as depicting Santa Claus |
| Promotions should not be placed near schools, public playgrounds, churches, or where there is a lot of underage traffic | |
| Promotions should not show alcohol consumption in conjunction with the operation of a vehicle of any kind, the operation of machinery, or the performance of any task requiring alertness or dexterity | |
| Promotions should not link alcohol with irresponsible or anti-social behaviour, portray alcohol as indispensable or as a priority in life | |
| Promotions should not address underage alcohol use, market their brands and products to children and youth to maintain and increase alcohol use of young “loyal” consumers | |
| Promotions should not be placed in retail windows, as they are highly visible to passersby | |
| Promotions should not link alcohol brands to sports and cultural activities, sponsorships and product placements | |
| Promotions should not target specific genders, for example, linking alcohol to perceptions of what women are seeking, such as friendship, relaxation and empowerment |
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What You'll Learn
- Alcohol advertising is highly regulated, especially when targeting minors
- Companies use non-alcoholic products to build familiarity with alcoholic brands
- Alcohol advertising is banned in some countries
- Ads are placed on social media to target Gen X, Millennials, and Gen Z
- Ads are designed to create an emotional connection with the consumer
Alcohol advertising is highly regulated, especially when targeting minors
In addition to location-based restrictions, there are regulations on the content of alcohol advertisements. For example, drinking cannot be linked with irresponsible or anti-social behaviour, and alcohol cannot be portrayed as indispensable or a priority in life. However, drinking is often presented as exciting, glamorous, adventurous, and funny, and the adverse consequences of alcohol consumption are rarely shown. To address this issue, comprehensive bans or sets of restrictions on alcohol advertising are preferred, as they are more effective in reducing alcohol-related harm and easier to enforce.
Digital media is also subject to regulations. Alcoholic beverage companies have age-related safeguards in place on their websites and marketing communication procedures, such as "age gates" that verify a user's age before granting access. Cookies and registration forms that require a legal drinking-age birthday are also used to track and verify users' ages. These regulations aim to prevent alcohol companies from targeting minors through digital channels.
Despite these regulations, alcohol marketing still saturates society and is nearly inescapable. It is important to continuously evaluate and strengthen restrictions on alcohol advertising to protect minors and reduce alcohol-related harm.
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Companies use non-alcoholic products to build familiarity with alcoholic brands
Alcohol companies spend a lot of money on marketing and advertising their products. In the first quarter of 2016, alcohol companies spent $421 million on advertising, with around 90% of this amount spent by beer companies on television ads. While there are regulations in place to restrict alcohol marketing, such as not targeting minors or linking alcohol with irresponsible behaviour, companies have found ways to get around these rules. For example, they may use indirect references to brands through colours, fonts and slogans, a strategy known as "alibi marketing". This is often seen in sports sponsorships.
One way that alcohol companies may market their products indirectly is by using non-alcoholic products to build familiarity with their alcoholic brands. This strategy allows them to reach a wider audience, including those who may not consume alcohol or are below the legal drinking age. By creating non-alcoholic versions of their products or introducing new non-alcoholic offerings, alcohol companies can increase brand awareness and build positive associations with a broader range of consumers.
For instance, a well-known beer company may introduce a non-alcoholic beer or a line of soft drinks. These non-alcoholic offerings would bear the company's branding and be marketed using similar colours, fonts and slogans as their alcoholic counterparts. This strategy helps to build brand recognition and creates a sense of familiarity with the company's alcoholic products, even among those who do not consume alcohol.
Another way alcohol companies may use non-alcoholic products for marketing is through sponsorships and partnerships. For example, an alcoholic beverage company may sponsor a music festival or a sports team and use the opportunity to promote their non-alcoholic offerings. This allows them to associate their brand with the event or team while adhering to regulations that may restrict the promotion of alcoholic products in certain settings. By doing so, they can reach a wider audience and create positive associations with their brand, even if the specific products promoted are non-alcoholic.
Additionally, alcohol companies may collaborate with non-alcoholic brands to cross-promote their products. For example, a wine company may partner with a cheese or chocolate brand to create a joint marketing campaign. In this way, the alcohol company can leverage the popularity or reputation of the non-alcoholic brand to enhance its own image and reach a new audience. This strategy helps to build familiarity with their alcoholic brand through the positive associations created with the non-alcoholic partner.
Overall, by utilising non-alcoholic products and partnerships, alcohol companies can expand their marketing reach and build brand familiarity with a broader range of consumers. This indirect approach allows them to navigate regulations while still promoting their brand and creating positive associations that may ultimately influence purchasing decisions, even for their alcoholic offerings.
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Alcohol advertising is banned in some countries
Some countries have partial restrictions on alcohol advertising. In Malaysia, alcohol advertising on radio and television was banned in 1995, but it is still allowed in non-Malay newspapers and magazines. Alcohol advertising is also not shown before 10:00 pm and during Malay-language programs on Malaysian television. Similarly, South Africa has a controversial anti-drunk-driving advertisement that has not received any complaints, and the sponsorship of sporting events and sportspeople by alcohol brands is banned in many countries, including France and the Middle East.
Alcohol advertising is highly regulated in most places, with rules in place to prevent targeting minors and linking alcohol with irresponsible behaviour. However, drinking is often presented as exciting and glamorous, and the adverse consequences of alcohol consumption are rarely shown. The placement of alcohol advertisements is also regulated, with restrictions on placing them near schools, public playgrounds, and churches.
Despite these regulations, alcohol advertising is still prevalent and can make it harder for people to cut down on their drinking. The alcohol industry spends a lot of money on marketing, with beer companies spending around 90% of their advertising budgets on television ads. This has led to concerns about the impact of alcohol advertising on children and young people, with studies showing a correlation between exposure to alcohol ads and underage consumption.
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Ads are placed on social media to target Gen X, Millennials, and Gen Z
Alcohol companies promote their products to boost sales by expanding their customer base and encouraging existing customers to buy more. Alcohol advertising targets younger drinkers to encourage them to become heavier drinkers in the future, providing significant profits for alcohol companies. Alcohol marketing is everywhere – on streets, in shops, on television, in social media content, and at sports and music events.
To target Gen Z, Millennials, and Gen X, ads are placed on social media platforms. These generations are digitally connected and tend to seek out new flavours, convenient formats, and values-driven brands. They are influenced by cultural shifts and trends and are more likely to be attracted to brands that engage in social causes, sustainability, and corporate responsibility. They are also more likely to be attracted to brands that are transparent and authentic.
Gen Z values affordability and discounts, with about 62% saying that taste is the primary factor in their alcohol purchase. They are less swayed by mass advertising and instead value peer recommendations and co-creation and curation, such as DIY cocktail recipes and limited-edition flavours. They also tend to consume alcohol at home or at friends' homes rather than bars or clubs.
Millennials, on the other hand, prioritize quality and unique experiences. They appreciate craftsmanship and distinct flavours and tend to associate specific beverages with particular occasions, such as craft beer at bars and wine with dinner. They are also influenced by health consciousness, with some opting for lower-calorie, lower-alcohol, or non-alcoholic options.
Gen X, born between the early 1960s and early 1980s, has not been specifically mentioned in the context of alcohol marketing strategies. However, it is safe to assume that they are also exposed to alcohol advertising on social media, as this generation is known for their digital connectivity and presence on platforms like Facebook and Instagram.
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Ads are designed to create an emotional connection with the consumer
Alcohol advertising is designed to foster an emotional connection with the consumer, creating a psychological craving for the product that goes beyond a simple desire for alcohol. By associating their products with positive emotions and desirable lifestyles, advertisers can increase brand loyalty and consumer connection. This is achieved through various media platforms, including television, social media, billboards, and sponsorships of popular events.
Alcohol companies spend a lot of money on marketing and advertising to boost sales and expand their customer base. In the first quarter of 2016, alcohol companies in America spent $421 million on advertising, with 90% of that coming from beer companies. This advertising is designed to target specific demographics, with research showing that alcohol advertising targets younger drinkers to encourage heavier drinking in the future and provide significant profits.
To create an emotional connection, advertisers use emotional language and narratives that intertwine the product with the consumer's emotional fabric. This can include associating the brand with cool, sexy people and fun activities, creating an image of a desirable lifestyle. Advertisers also use customer journey mapping to develop specific consumer personas, identifying their core customers and addressing their pain points. This allows them to create ads that resonate with consumer identities and influence their purchasing decisions.
Alcohol advertising also utilizes regulatory frameworks and celebrity endorsements to shape the cultural landscape surrounding alcohol consumption. By adhering to regulations that prevent targeting minors and portraying alcohol as indispensable, advertisers can still create an emotional appeal that influences drinking habits and brand loyalty. For example, advertisers review demographic data to ensure that 70% or more of their audience is of legal drinking age, and they avoid placing physical advertisements near schools, playgrounds, or churches.
Overall, by creating an emotional connection with consumers, alcohol advertisers can increase brand loyalty, influence drinking habits, and ultimately boost sales. This emotional connection is a powerful tool that can have a profound impact on consumer behaviour and shape societal norms around alcohol consumption.
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