Whaddaya Say! - Overhead

Whaddaya Say!

Alcohol companies say… Researchers and others say…
"We're not looking for new drinkers, we're just trying to convince people who already drink to switch brands."
The alcohol industry needs new drinkers because the drinking population is aging, consumption is dropping and brand competition is getting fiercer. If alcohol companies don't attract young drinkers, they will continue the downhill track they've been on for the past 20 years.

"We want people to drink in moderation."
In reality, alcohol companies need heavy drinkers, because they are the ones who support the industry. Heavy drinkers represent 10 per cent of the drinking-age population, yet they consume over 60 per cent of the alcohol.
In Canada, there are more than a quarter of a million high-risk drinkers between the ages of 15 and 19. This group is also needed by the industry.
In addition, although the social responsibility campaigns created by alcohol companies emphasize moderate drinking, their advertising campaigns often promote an entirely different message – that drinking is a fun, desirable and normal part of life.

"We don't advertise to kids and teens."
Just as the industry relies on heavy drinkers, it also needs to recruit young people. Developing brand loyalty at an early age guarantees life-time customers.
Alcohol companies spend billions of dollars each year placing ads in magazines, radio programs and television shows that have large youth audiences. In fact, 10 magazines with large youth audiences accounted for nearly one third of all U.S. alcohol advertising expenditures in 1999.
Budweiser frogs and lizards, Spuds McKenzie, "I am Canadian" and "Bubba o’ Beer" with Don Cherry are just a few examples of advertising campaigns for alcohol that have been popular with kids and teens. "Coolers" – the equivalent of alcoholic soda pop – deliver 60 per cent more ads to youth than to adults.
All advertising targets the desires, interests and needs of specific groups of people. When it comes to teens and young adults, there is little difference between the wants and desires of a 15 year-old and those of a 21 year-old. Because of this, alcohol ads that would appeal to young adults will also appeal to underage drinkers.