Smirnoff Malt Beverages - Alcohol Policy Conference 17

Brands Matter: The Contribution of
Brand-Specific Alcohol Research to
Alcohol Epidemiology and Prevention
Michael Siegel, MD, MPH
William DeJong, PhD
Timothy S. Naimi, MD, MPH
Sarah Roberts, MPH
Boston University School of Public Health
Craig S. Ross, PhD, MBA
Fiorente Media, Inc. and Boston University School of Public Health
David H. Jernigan, PhD
Johns Hopkins Bloomberg School of Public Health
As required by the Alcohol Policy 17 Conference,
I/we have signed a disclosure statement and note the
following conflict(s) of interest:
None
The Data on Cigarette Advertising and
Youth Smoking: 1993
Perception: Youth smoking is increasing because of
cigarette advertising.
Facts: Government data indicate the reverse: youth
smoking has steadily declined since 1975, even though
industry advertising has increased.
R.J. Reynolds Tobacco Company. Fact Sheet: Perceptions and Facts About
Youth Smoking. 1993.
The Fatal Flaw
Youth only smoke a few
cigarette brands. If you lump
all brands together, it will
dilute out any effect of
advertising.
Youth Cigarette Brand Preferences: High
School Seniors, 1998
Source: Monitoring the Future survey, 1998
BRAND-SPECIFIC DATA
CHANGED THE TOBACCO FIELD
Source: Pollay et al. The last straw? Cigarette advertising and realized market shares among youths and
adults, 1979-1993. Journal of Marketing 1996; 60:1-16.
Existing Research on Alcohol Company
Targeting of Youth – As of 2008
“The results indicate significant
effects for price, audience size,
and adult demographics, but fail
to support claims that alcohol
advertisers target adolescent
readers.”
Source: Nelson JP, Young DJ. Effects of youth, price, and audience size on
alcohol advertising in magazines. Health Economics 2008; 17:551-556.
Are Youth Equally Likely to Be
Drinking These Two Brands?
Are Youth Equally Likely to Be
Drinking These Two Brands?
Premise
We cannot determine the relationship
between alcohol advertising and youth
drinking unless we study both variables at the
brand level.
Alcohol Brand Research Among Underage Drinkers
(ABRAND)
Michael Siegel, MD, MPH
Amanda J. Ayers
William DeJong, PhD
Erin K. Fortunato, MPH
Alison B. Albers, PhD
David L. Rosenbloom, PhD
Timothy Heeren, PhD
Boston University School of Public Health
Craig Ross, MBA
Joshua Ostroff
Virtual Media Resources, Natick, MA
Sergei Rodkin, PhD
Knowledge Networks, Inc.
Timothy S. Naimi, MD, MPH
Section of General Internal Medicine, Department of Medicine
Boston University Medical Center
David H. Jernigan, PhD
Rajiv N. Rimal, PhD; Dina L.G. Borzekowsi, EdD, EdM, MA
Alisa A. Padon, MBE; Raimee H. Eck, MPH, MPA
Rebecca Ramirez, MPH
Johns Hopkins Bloomberg School of Public Health
Disclosure Statement
Funding for the research discussed
in this presentation was received
from the National Institute on
Alcoholism and Alcohol Abuse
(NIAAA). Grant R01 AA020309
Prior to ABRAND, here is what
we knew about youth alcohol
brand preferences:
METHODS - Design
Used a pre-recruited internet panel
developed by Knowledge Networks
Knowledge Networks is the only
U.S. company that maintains an
internet panel that was created using
a national probability sample
Households recruited through
random-digit-dialing and addressbased sampling
About 50,000 adult and 3,000 youth
panel members
METHODS - Sample
• Recruited 1,031 youth ages 13-20 from
Knowledge Networks existing internet panel
who had consumed alcohol in past 30 days
•Sent email invitation
•Initial screening questionnaire
•Online consent form
•$25 gift incentive
METHODS – Survey Instrument
Total of 898 alcohol brands
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Beer: 132 brands
Wine/Champagne: 306 brands
Flavored malt beverages: 62 brands
Alcoholic energy drinks: 10 brands
Bourbon: 23 brands
Brandy: 15 brands
Cognac: 9 brands
Gin: 27 brands
Rum: 54 brands
Scotch: 25 brands
Tequila: 33 brands
Vodka: 86 brands
Whiskey: 29 brands
Cordials/Liqueurs: 77 brands
Grain alcohol: 5 brands
Low-end fortified wine: 5 brands
Summary of Findings
•
Youth alcohol brand preferences
• Reasons for brand choices
• Relationship with brand promotion
in social media
• Relationship with brand-specific
alcohol advertising
Youth Alcohol Brand
Preferences
RESULTS
Top 10 Brands By: 30-Day Consumption Prevalence
and Volume-Based Market Share
Rank
Consumption Prevalence
Market Share
1
Bud Light (27.9%)
2
Smirnoff Malt Beverages (17.0%)
Budweiser (3.0%)
3
Budweiser (14.6%)
Smirnoff Malt Beverages (2.9%)
4
Smirnoff vodka (12.7%)
Coors (2.6%)
5
Coors Light (12.7%)
Miller Lite (2.3%)
6
Jack Daniel’s bourbon (11.4%)
Corona Extra Light (2.2%)
7
Corona Extra (11.3%)
Natural Light (2.1%)
8
Mike’s (10.8%)
Coors Light (2.0%)
9
Captain Morgan rum (10.4%)
Corona Extra (2.0%)
10
Absolut vodka (10.1%)
Keystone Light (2.0%)
"
Bud Light (6.4%)
RESULTS
Top 10 Brands By: Age
Rank
13-15 (%)
16-18 (%)
19-20 (%)
"
1
Bud Light (30.7)
Bud Light (24.6)
Bud Light (29.7)
2
Heineken (17.7)
Coors Light (12.5)
Smirnoff Malt Beverages (23.5)
3
Budweiser (14.3)
Mikes (12.2)
Smirnoff Vodkas (16.9)
4
Corona Extra (12.2)
Budweiser (11.9)
Jack Daniels Whiskeys (16.8)
5
Mikes (10.9)
Smirnoff Malt Beverages (10.5)
Budweiser (16.7)
6
Captain Morgan Rums (9.1)
Corona Extra (9.9)
Coors Light (14.7)
7
Smirnoff Malt Beverages (8.5)
Smirnoff Vodkas (9.6)
Absolut Vodkas (13.9)
8
Baileys Irish Cream Liqueurs (7.9)
Captain Morgan Rums (7.5)
Bacardi Rums (12.8)
9
Dailys Cocktails (7.9)
Heineken (7.4)
Captain Morgan Rums (12.8)
10
E&J Gallo Brandy (6.8)
Jose Cuervo Tequilas (7.4)
Corona Extra (12.1)
RESULTS
Top 10 Brands By: Gender
Rank
Male (%)
Female (%)
1
Bud Light (28.1)
2
Budweiser (17.0)
Smirnoff Malt Beverages (22.7)
3
Jack Daniels Whiskeys (14.2)
Mikes (14.4)
4
Coors Light (13.7)
Smirnoff Vodkas (13.3)
5
Heineken (13.2)
Budweiser (12.2)
6
Captain Morgan Rums (13.1)
Coors Light (11.7)
7
Smirnoff Vodkas (12.2)
Absolut Vodkas (11.3)
8
Smirnoff Malt Beverages (11.6)
Corona Extra (11.2)
9
Corona Extra (11.3)
Bacardi Malt Beverages (10.3)
10
Blue Moon (10.2)
Jose Cuervo Tequilas (9.5)
"
Bud Light (27.7)
RESULTS
Top 10 Brands By: Race/Ethnicity
Rank
Non-Hispanic White (%)
Black (%)
"
1
Bud Light (26.6)
Hennessy Cognacs (30.2)
2
Coors Light (15.0)
Smirnoff Malt Beverages (25.7)
3
Budweiser (14.5)
Ciroc Vodkas (21.4)
4
Smirnoff Malt Beverages (13.7)
Heineken (20.3)
5
Smirnoff Vodkas (12.4)
Bud Light (19.3)
6
Jack Daniels Whiskeys (11.9)
1800 Tequilas (18.4)
7
Captain Morgan Rums (11.7)
Budweiser (17.3)
8
Mikes (10.3)
Seagrams Gins (14.8)
9
Absolut Vodkas (10.2)
Jack Daniels Whiskeys (14.7)
10
Blue Moon (10.0)
Mikes (13.5)
Reasons for Brand Choices
Reasons for Brand Choices
Existing dogma:
• Cheapest brands
• Flavor and taste
• Copying adults
• Brands that are available
(parent’s liquor cabinet)
Price Cannot Explain the Popularity of All of These Brands
Rank
Brand
Average price per
ounce ethanol
Price rank,
overall
(n=898)
Price rank,
among type
1
Smirnoff Malt Beverages
$2.38
455
38/62
2
Jack Daniel’s bourbon
$1.74
280
14/23
3
Mike’s
$1.98
350
27/62
4
Absolut vodka
$1.57
248
48/86
5
Heineken
$1.95
337
67/132
6
Bacardi Malt Beverages
$2.13
396
34/62
7
Grey Goose vodka
$2.62
515
70/86
8
Malibu rum
$2.17
404
45/54
9
Keystone Light
$1.18
161
18/132
10
Patron tequila
$4.14
774
26/33
11
Corona Extra Light
$2.38
454
113/132
12
Jack Daniel’s Cocktails
$2.88
586
50/62
13
Burnett’s vodka
$0.74
67
24/86
14
Bud Ice
$1.23
174
22/132
15
Natural Ice
$0.80
88
6/132
Flavor/Taste Cannot Explain the Popularity of All of These Brands
Rank
Brand
1
Smirnoff Malt Beverages
2
Jack Daniel’s bourbon
3
Mike’s
4
Absolut vodka
5
Heineken
6
Bacardi Malt Beverages
7
Grey Goose vodka
8
Malibu rum
9
Keystone Light
10
Patron tequila
11
Corona Extra Light
12
Jack Daniel’s Cocktails
13
Burnett’s vodka
14
Bud Ice
15
Natural Ice
Copying Adults? Disproportionate Underage Youth Consumption
Rank
Brand
Youth prevalence (%)
Youth
market
share
Overall
market
share
Market
share
ratio
1
Smirnoff Malt Beverages
17.0%
2.9
2.0
6.7
2
Jack Daniel’s bourbon
11.5%
1.6
1.2
2.0
3
Mike’s
10.8%
1.9
1.7
4.4
4
Absolut vodka
10.1%
1.3
1.7
1.7
5
Heineken
9.7%
1.8
1.7
1.6
6
Bacardi Malt Beverages
8.0%
0.9
2.2
8.0
7
Grey Goose vodka
6.7%
1.8
1.8
3.2
8
Malibu rum
6.3%
0.7
2.2
2.6
9
Keystone Light
6.0%
2.0
3.5
1.6
10
Patron tequila
5.5%
0.6
1.5
2.1
11
Corona Extra Light
5.2%
2.2
1.7
9.3
12
Jack Daniel’s Cocktails
4.4%
1.0
1.3
43.8
13
Burnett’s vodka
3.3%
0.5
1.9
1.9
14
Bud Ice
2.9%
0.6
1.5
1.7
15
Natural Ice
2.2%
1.6
1.7
2.3
Brand Preferences: Transactional Source vs. Passive Source
Source: Roberts SP, Siegel MB, DeJong W, Naimi TS, Jernigan DH. The relationship between
alcohol source, autonomy in brand selection, and brand preference among youth in the USA.
Alcohol & Alcoholism 2014; 49:563-71.
Brand Preferences: Choose Brand vs. Don’t Choose Brand
Source: Roberts SP, Siegel MB, DeJong W, Naimi TS, Jernigan DH. The relationship between
alcohol source, autonomy in brand selection, and brand preference among youth in the USA.
Alcohol & Alcoholism 2014; 49:563-71.
Relationship of Brand
Preferences with Social
Media Exposure
•
Popular music lyrics
• Alcohol brand Facebook
sites
Four brands disproportionately
popular among black youth
•
Hennessy cognac
• Ciroc vodka
• 1800 tequila
• Seagram’s gin
Factors that Might Explain Brands Uniquely Popular among Black Youth
Brand
Factor
• Tupac, Hennessy lyrics: “They wanna knows my role model, it's
in a brown bottle. Yo what's our … motto …? Hennessy … Even
the cops can't stop us, my enemies flip when they see me drink
a fifth of that Hennessy.”
Hennessy Cognacs
• Eminem, Shake That lyrics: “Let me tell you how I made her
leave with me. Conversation and Hennessy. I've been to the …
mountain top.”
• 50 Cent, You Heard Me lyrics: “Shorty the Henny got me feeling
right. Ya heard me?”
• Spokesperson: P. Diddy
Ciroc Vodkas
• Meek Mill, House Party lyrics: “Ciroc all on my table … in the
living room.”
•
Chris Brown ft Lil Wayne, I Can Transform Ya lyrics: “Ciroc and
lime, give it a lil time, and she can transform like Optimus
Prime.”
Factors that Might Explain Brands Uniquely Popular among Black Youth
Brand
Factor
• Ab Soul, Bohemian Grove lyrics: “… you. I'm just living
how I'm living. Hennessy and Coke. We mixing dark and
light like the 1800s. And we getting blunted, what it do?
Yes, indeed.”
1800 Tequilas
• Snoop Dogg, 1800 lyrics: “1800, I'm blunted, fa cert’
Snoop D-O-dub', turn that … up. I don't buy bub, tequila
got me goin.”
• Petey Pablo, Freak-A-Leak lyrics: “Not a problem, you
know I do it cause I love ya. Now I got to give a shout out
to Seagram's gin cause I drink it, and they payin’ for it.”
Seagrams Gins
• Snoop Dogg, Gin and Juice lyrics: “Rollin down the street,
smokin ENDO, sippin on gin and juice. Laid back [with my
mind on my money and my money on my mind]. Now that
I got me some Seagram's gin.”
Brands with Most Company-Sponsored Facebook Sites
Nhean S, et al. The frequency of company-sponsored alcohol brand-related sites on Facebook – 2012.
Substance Use & Misuse 2014.
Relationship of Brand
Consumption and Exposure
to Brand-Specific Advertising
Exposure to Brand-Specific
Alcohol Advertising
•
Asked respondents to report whether or
not they had viewed 20 popular
television shows in the past month
• Nielsen data on brand-specific alcohol
advertising on each show
• Summed alcohol advertising exposure
by brand
Relationship Between Brand-Specific Advertising and BrandSpecific Consumption (Individual Level)
Source: Ross CS, et al. The relationship between brand-specific alcohol
advertising on television and brand-specific consumption among underage
youth. Alcoholism: Clinical & Experimental Research 2014; 38:2234-42.
Relationship Between Brand-Specific Advertising and AMOUNT of
Brand-Specific Consumption (Individual Level)
Source: Ross CS, et al. The relationship between brand-specific alcohol
advertising on television and brand-specific consumption among underage
youth. Alcoholism: Clinical & Experimental Research 2014; 38:2234-42.
Relationship Between Brand-Specific Advertising Exposure in
Population and Prevalence of Brand-Specific Consumption
Source: Siegel M, et al. The relationship between exposure to brand-specific alcohol
advertising and brand-specific consumption among underage drinkers – United States,
2011-2012. American Journal of Drug and Alcohol Abuse 2016; 42:4-14.
Shattered Myths:
Major Findings from ABRAND
•
Myth 1: Youth alcohol use is difficult to
measure because they drink so many
brands.
•
Myth 2: Youth drink the cheapest
brands, copy adults, and drink
whatever is available.
Shattered Myths
•
•
Youth alcohol brand preferences are
highly concentrated.
Youth are very brand conscious.
• Youth do not simply drink the
cheapest, most popular, or most easily
available brands.
Shattered Myths
•
Media exposure, including popular music and
social media, appear to play a major role in
influencing youth brand consumption.
•
Alcohol advertising exposure is strongly
associated with youth brand consumption.
•
Alcohol advertising appears to affect not just
the choice of brands, but how much youth
drink.
ABRAND Contributions
•
Exposed the fatal flaw in much previous
alcohol advertising research and provided the
strongest evidence to date that alcohol
advertising influences youth alcohol use.
•
Revealed the importance of alcohol brand
identity to youth.
•
Exposed the critical role of media culture and
the alcohol industry’s influence on that
culture.
Future Directions
•
RESEARCH: Longitudinal study of the
relationship between brand-specific
advertising and consumption among youth.
•
PRACTICE: Re-framing of the alcohol
problem from an individual to a corporate
perspective.
•
POLICY: Stronger grassroots advocacy base
is critically needed.
http://www.youthalcoholbrands.com