Alcohol companies are using the latest new media technologies to promote their products using methods that appeal to youth, explains a new report released today from the Center for Digital Democracy and Berkeley Media Studies Group of the Public Health Institute. “Alcohol Marketing in the Digital Age,” details how beer and alcohol companies are targeting consumers through social media, online video, mobile phone applications, and virtual online communities. Marketers are using these and other digital tools to harvest behavioral and other data on consumers, raising concerns about the effects such personalized interactive marketing may have on underage drinking, which The Center on Alcohol Marketing and Youth estimates to account for 12-20 percent of the U.S. alcohol market. The report also examines how alcohol companies are targeting African Americans and Hispanics.
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