Thursday, July 7, 2011

Alcohol Brands Influence Teen Drinking Preferences

Webwire, July 6, 2011

"American adolescents are hitting the hard stuff, according to a new report from Dartmouth Medical School and the Johns Hopkins Bloomberg School of Public Health published in the July issue of the journal Archives of Pediatrics and Adolescent Medicine.
The phone survey of 2,699 youth ages 16 to 20 about their alcohol use and favorite brands revealed that the most commonly chosen favorite among underage females was Smirnoff and for underage males, Budweiser. Smirnoff was overall the most popular brand of alcohol for adolescent drinkers surveyed, but the study did not specify products within the brand to allow distinction between products within a brand such as Smirnoff Vodka or Smirnoff Ice.
'This study shows that the alcohol industry is affecting kids’ preferences about drinking,' said David Jernigan, PhD, director of the Center on Alcohol Marketing and Youth at the Johns Hopkins Bloomberg School of Public Health. 'Despite alcohol industry promises to shield young people from their advertising, youth exposure to alcohol advertising particularly on television has grown by leaps and bounds.'" Read More

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