How the Alcohol Industry Uses Non-Alcoholic Drinks to Target Youths

The booming market for non-alcoholic beverages has brought a surprising twist: a potential gateway for underage alcohol consumption. While these drinks offer adults a healthy alternative, the marketing strategies employed by the very companies that produce alcoholic beverages raise concerns about how they target young people.

This isn’t a case of direct alcohol promotion. Instead, it’s a subtler strategy. We’ll explore how the alcohol industry is leveraging non-alcoholic drinks to cultivate brand loyalty and potentially influence underage audiences, despite recently updated advertising regulations.

Brand Extension: Building Recognition Early

Imagine a young teen at the grocery store. They see a brightly coloured can of “Sugar-Free Beer Taste” next to their favourite soda. This is a tactic known as brand extension, where established alcohol companies leverage their brand recognition to launch non-alcoholic versions of their popular drinks. Subconsciously, the young person starts associating the non-alcoholic drink with the “grown-up” alcoholic version, potentially planting a seed of curiosity about alcohol later in life.

The visual similarity between non-alcoholic and alcoholic beverages is another concern. Many non-alcoholic beers and coolers mimic the packaging and design of their alcoholic counterparts. This creates confusion, especially for young children who might not be able to differentiate between the two based on appearance alone. This reinforces the idea that these non-alcoholic drinks are somehow connected to – or a stepping stone to – alcoholic beverages.

Marketing the Lifestyle, Not the Drink

Commercials for non-alcoholic beers often depict situations typically associated with alcohol consumption – sporting events, parties, barbecues. These ads portray a sense of community and belonging achieved through the act of “drinking” together, subtly linking the non-alcoholic version with the social aspects of alcohol consumption. While the ad might not directly promote alcohol, it creates a positive association with the act of “drinking” in a social setting.

A Fight for Regulations: Closing the Loopholes

The recently updated Advertising Standards Authority (ASA) regulations in the UK acknowledge these concerns. The new guidelines require mandatory ABV disclosure, restrict cross-promotion with alcoholic products, and limit targeting of advertisements towards underage audiences. These regulations are a positive step, but concerns remain. For instance, the rules don’t address brand extensions or the use of similar packaging and design.

The Bottom Line: Protecting Young People

The non-alcoholic beverage market offers a valuable option for adults seeking alternatives. However, the potential for the alcohol industry to exploit this market to target young people necessitates vigilance. Continued efforts to strengthen regulations and promote responsible advertising practices are crucial to ensure these products aren’t used as a backdoor to promote alcohol consumption among underage audiences.

As consumers, we can play a role by being mindful of these marketing tactics. Parents can have open conversations with their children about the difference between non-alcoholic and alcoholic beverages. By staying informed and holding the industry accountable, we can help ensure the non-alcoholic beverage market remains a healthy option for adults, without compromising the well-being of young people.