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ABSTRACTBackground: No previous study has determined whether there are differences in the youth appeal of alcohol advertisements for popular versus unpopular brands among underage drinkers. This paper provides a systematic investigation of the differential appeal of brand-level alcohol advertisements among underage youth and young adults in the United States. Methods: We examined 3 issues of 8 magazines popular among underage youth. From the advertised alcohol brands, we selected the ads for the top 10 and bottom 10 brands by prevalence of underage youth consumption, based on the results of a previous national survey. We assessed the ads' appeal using a sample of 211 students recruited from 1 graduate and 2 undergraduate courses at Boston University. Respondents rated the appeal of each advertisement on 4 dimensions: physical and social appeal, appeal to underage youth, perceived effectiveness, and liking. Using random-effects linear regression, we compared the appeal of advertisements for popular versus unpopular brands. Results: On each dimension, the ads for popular youth alcohol brands were rated as significantly more appealing than the ads for unpopular brands. The magnitude of this difference was 0.26 standard deviation for the physical and social appeal score, 0.25 for the appeal to underage youth score, 0.21 for the perceived effectiveness score, and 0.16 for the liking score. Conclusions: Advertising for alcohol brands that are popular among youth contain elements that are more likely to appeal to underage youth and young adults than ads for brands that are relatively unpopular among young drinkers.

ABSTRACTBackground:Although valuable, national opinion surveys on alcohol policy may be less informative for policy development at the local level. Using samples of adult residents in 2 college communities, the present study: (1) measured public support for local alcohol control policies to stem underage drinking and alcohol overservice in on-premise outlets, (2) assessed residents’ opinions regarding neighborhood problems, and (3) identified factors associated with strong policy support. Methods:We administered random-sample telephone surveys to residents aged 21 years and older in college communities located in Community 1 (N= 501; mean age = 57.4 years, SD = 14.7) and Community 2 (N= 505; mean age = 56.0 years, SD = 15.2). The response rates were typical of telephone surveys (Community 1: 33.5%; Community 2: 29.9%). We assessed support for 16 alcohol control policies and the occurrence of specific types of neighborhood incidents (e.g., witnessing intoxicated people). We used multiple regression analyses to determine factors associated with policy support. Results:Residents in Community 1 reported significantly higher weekly alcohol use, a greater number of witnessed neighborhood incidents, and a higher level of perceived neighborhood problems than did residents in Community 2. Residents in Community 1 perceived local alcohol control policies and their enforcement to be significantly stricter. Overall, policy support was high and did not differ between the communities. In both communities, higher policy support was significantly associated with being female, being older, less weekly alcohol use, and lower perceived strictness of alcohol control policies and enforcement. Conclusions:It is important for campus officials and community leaders to be aware of and publicize favorable public opinion when advocating for policy change, especially at the local level. Information on residents’ perceptions of the neighborhood issues they face can also inform local policy and enforcement efforts.

ABSTRACTBackground:The alcohol brand preferences of US underage drinkers have recently been identified, but it is not known whether youth are simply mimicking adult brand choices or whether other factors are impacting their preferences. This study is the first to compare the alcohol brand preferences of underage drinkers and adults. Methods:The authors conducted a cross-sectional assessment of youth and adult alcohol brand preferences. A 2012 Internet-based survey of a nationally representative sample of 1032 underage drinkers, ages 13–20, was used to determine the prevalence of past-30-day consumption for each of 898 alcohol brands, and each brand's youth market share, based on the total number of standard drinks consumed. Data on the brand-specific prevalence of past-30-day or past-7-day consumption among older youth (ages 18–20), adults (ages 21+), and young adults (ages 21–34) was obtained from Gfk MRI's Survey of the Adult Consumer for the years 2010–2012. Overall market shares for each brand, also measured by the total number of standard drinks consumed, were estimated from national data compiled by Impact Databank for the year 2010. Results:Although most alcohol brands popular among underage drinkers were also popular among adult drinkers, there were several brands that appeared to be disproportionately consumed by youth. Conclusions:This article provides preliminary evidence that youth do not merely mimic the alcohol brand choices of adults. Further research using data derived from fully comparable data sources is necessary to confirm this finding.

ABSTRACTThe authors investigated the relationship between state excise taxes and liquor prices in 8 states, using 2012 data for 45 brands. The authors made 6042 price observations among 177 liquor stores with online prices. Using a hierarchical model, the authors examined the relationship between excise taxes and product prices. State excise taxes were significantly related to liquor prices, with an estimated pass-through rate of 0.93. The proportion of price accounted for by excise taxes averaged 7.0%. The authors find that excise taxes do increase the price of alcohol, but states are not taking advantage of this opportunity to reduce alcohol-related morbidity and mortality.

The authors investigated the relationship between state excise taxes and liquor prices in 8 states, using 2012 data for 45 brands. The authors made 6042 price observations among 177 liquor stores with online prices. Using a hierarchical model, the authors examined the relationship between excise taxes and product prices. State excise taxes were significantly related to liquor prices, with an estimated pass-through rate of 0.93. The proportion of price accounted for by excise taxes averaged 7.0%. The authors find that excise taxes do increase the price of alcohol, but states are not taking advantage of this opportunity to reduce alcohol-related morbidity and mortality.

This study is the first investigation to explore the alcohol brand preferences of underage youth via a national survey. The authors conducted a pilot study of a new, Internet-based alcohol brand survey with 108 youth aged 16 to 20 years who were recruited from an existing panel and had consumed alcohol in the past month. The authors ascertained respondents’ consumption of each of 380 alcohol brands during the past 30 days, including which brands of alcohol were consumed during heavy drinking episodes. The findings suggest that, despite the wide variety of alcohol brands consumed by older adolescents in this study, the volume of alcohol consumed is concentrated among a relatively small number of brands. Accurate measurements of alcohol brand preferences will enable important new research into the factors that influence youth drinking behavior. This study establishes the feasibility and validity of a new methodology to determine patterns of brand-specific alcohol consumption among underage drinkers.