Two-thirds of underage drinkers report having a favorite brand of alcohol, according to the results of a recent study published in the Archives of Pediatrics & Adolescent Medicine. Hard alcohol brands were identified as favorites as often as beer. "Brands preferred by youth tended to have high advertising expenditures, and choosing a favorite brand was associated with binge drinking."
The article concludes, "The correlation between underage drinkers' brand preference and marketing expenditures suggests a marketing influence on choice of beverage. Moreover, higher rates of binge drinking among adolescents who named a favorite brand suggest that alcohol advertising campaigns may influence the likelihood that alcohol will be consumed at levels that pose a risk to health."
More about alcohol marketing and youth is available at the Center on Alcohol Marketing and Youth's website.