The growth in alcohol flavoured food offers an opportunity for the drinks and the food industry. It broadens the spectrum of options available to manufacturers and can build loyalty of consumers. The following paper reports on the prevalence of marketing alcohol flavoured food and the attached risks involved in marketing these products. Additionally, the paper reports on limitations of existing regulations on marketing alcohol flavoured food.
With female alcohol consumption increasing, brands and manufacturers are targeting women more within this sector. With 2.2% of products launched in the liqueurs and alcohol sector aimed at women (compared with 1.1% for men), formulating and marketing the category to suit them is clearly an opportunity (1). Advertisements like to enforce this drinking trend by adapting their marketing strategies in order to widen the appeal of the product. A product that previously was only marketed to men, currently involves women in the advertisements to highlight that they may also enjoy the product. According to the Beer Institute, 25% of beer’s consumers are women. Some brands are beginning to target women, through new product development and marketing.
Recent scientific literature warns for the harmful combination of alcoholic beverages with energy drinks. This combination strengthens the risks of alcohol related problems since the energy drink masks the level of intoxication. Nevertheless, this mix of drinks is very popular especially among young people. Alcohol producers make use of this demand by introducing canned alcoholic energy drinks. The launch of these new drinks comes together with innovative viral marketing practices. Examples of introduced alcoholic energy drinks and marketing practices of these drinks are described in the report.