Sober Recovery https://www.soberrecovery.com/images/og-image.gif 619 412 https://cimg2.ibsrv.net/cimg/www.soberrecovery.com/619x412_85/178/iStock_000040966788_Medium-69178.jpg Top 10 Alcohol Brands Consumed By Youth By Audrey Beim Sober Recovery Expert Author Jun 14 2017 Share to Twitter Share to Facebook Underage TargetThe culture of drinking affects many aspects in society and our youth is no exception. With companies lining up to sell their products to the "party" demographic, the young and the restless (and underaged) are also inevitably thrown into the market. A Youth Alcohol Brand Survey published in 2014 by Boston University shows the top 10 brands that have made the most impact on 13 to 20-year-olds. This gives further insight to the larger topic of alcohol marketing to the youth and how we should take action. Click on the next slide to start the countdown. #10. Absolut VodkaSince 1980, Absolut Vodka has produced advertisements that appeal to a young demographic. Top 10 Alcohol Brands Consumed By Youth Treatment Facilities Lake Ariel Recovery Center Southeast Addiction Center Skywood Recovery Connections Mental Health Originally, the brand ran ads showing a bottle of its product with a halo above it and the words "Absolut Perfection" below. The ad was an instant hit and they were cut out and used to decorate the rooms of countless teenagers across the country. Today, Absolut promotes their brand to a new generation with advertising that has a strong connection to nightlife, high energy and positive social engagement. Prevalence among youth: 10.1% #9. Captain MorganMost recently, this fantasy-based rum product launched a series of online films advocating that “we’ve all got a little pirate in us.” Aiming to reach the young and plugged-in demographic, an executive at the brand announced: “We are premiering our character films on the brand’s YouTube channel as well as on its other social properties, including Facebook.” In 2013, one of these online rum films premiered during an episode of the popular series Breaking Bad. Prevalence among youth: 10.4% #8: Mike's Hard Malt BeveragesMike’s “Never Not a Good Time” advertising campaign will spend upwards of $15 million promoting their hard lemonade as a versatile drink for any setting. One commercial features Coolio, a popular rapper whose demographic includes people under the age of 21, the legal drinking age in the U.S. Prevalence among youth: 10.8% #7. Corona ExtraEmploying a storytelling technique, this popular brand dramatized the “Corona Beach” state of mind. The young actors in these commercials utilize a new and unique call to action, “Find Your Beach.” Targeting a stressed out world and appealing to a younger generation, these ads reinforce the concept that the desired “beach state of mind can be achieved anywhere you happen to be.” Prevalence among youth: 11.3% #6. Jack Daniel'sThis bourbon company’s current advertising campaign is titled “Legend” and is designed to celebrate Jack Daniel’s place in rock-and-roll history. It uses historic footage, actual concert flyers, ticket stubs and even distinctive bathroom graffiti. The Jack Daniel’s motto is, “From Sinatra to country, rock, punk and metal, one name has been there through it all.” The brand has also sponsored several music festivals. Prevalence among youth: 11.5% #5. Coors LightThe 2015 marketing and advertising efforts for Coors Light will center on young adults with a campaign entitled "reFresh." A spokesperson for the brand states, "These spots have an energy and insight that strikes a chord with millennial drinkers with an urban mindset.” There are even Coors Light contests on Instagram and Facebook planned along with sponsorships with former athletes, such as Kenny Smith from the “NBA on TNT” and organizations such as NASCAR. Prevalence among youth: 12.7% #4. SmirnoffLast year, in an attempt to gain market share, Smirnoff’s advertising took on a "fresh point of view.” The marketing efforts concentrate on the brand's positioning as a ”great quality vodka for the masses.” The first television ads featured popular comedic actors as they planned a party that featured Smirnoff Vodka. In addition, Smirnoff has partnered with youth-oriented companies such as Spotify, offering contest prizes that included — in the demographic’s lingo, of course — an “epic house party.” Prevalence among youth: 12.7% #3. BudweiserThis superstar brand has always produced sentimental Super Bowl commercials that touch the heart. Interestingly, in 2013, middle and high school students voted the Budweiser Clydesdale advertisements in their top four favorite commercials. Budweiser’s commercials validate the research that suggests “young people are drawn to advertising that feature animals…tell a story and make them laugh.” This year, their “lost dog and horse friend” made the list of “best 2015 Super Bowl” campaigns. Prevalence among youth: 14.6% #2. Smirnoff Malt BeveragesLaunching a new series of alcoholic drinks, Smirnoff gave these sweet beverages candy-like names that appeal to young drinkers, such as Wild Grape, Cherry Lime, Raspberry Burst and Watermelon. In 2013, the New York Daily News reported that Smirnoff “extended their reach into the youth market by advertising on social network sites, interactive websites, internet games and by using viral marketing tactics and YouTube videos, all of which are largely unregulated and have a high likelihood of reaching underage audiences.” Prevalence among youth: 17% #1. Bud LightIt is staggering to realize that almost 1 of every 3 underage drinkers have tried Bud Light. But perhaps it is not so astonishing when you examine their marketing strategy, which even includes creating a Bud Light city called “Whatever USA” where an “invitation only” weekend party takes place. Promoted on various media sources, from Pandora ads to television commercials, media experts say that, “Bud Light has left no platform untouched in terms of promoting its new “Up For Whatever” campaign.” This unprecedented program takes marketing to an entirely new level and, although the company states that their target audience is 21 to 27-year-olds, it is obvious that their message also reaches a much younger demographic. Prevalence among youth: 27.9% Share to Twitter Share to Facebook Please enable JavaScript to view the comments powered by Disqus.