New data revealed at a conference on pediatric medicine may give ammunition to those challenging Colt 45's "Blast" beverage. Underage drinkers who endorse a favorite brand are a lot more likely to
report recent binge boozing than those who don't have a favored brand. And the amount of money a company spends on TV to promote an alcoholic beverage has direct correlation to brand choice and
association with underage alcohol use.
The data, presented at the annual meeting of the Pediatric Academic Societies in Denver, are based on a poll of 2,699 people between 16 and 20
years of age. "Underage drinkers preferentially choose highly advertised brands as 'favorites,'" said Dartmouth Medical School pediatric faculty member Susanne E. Tanski at the conference. "This
suggests that marketing is indeed influencing their choice of beverage ... If you turn on [ESPN] SportsCenter any night, you see a tremendous number of alcohol ads."
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