Three spirits trade associations in the US have redrawn their recommendations for advertising and marketing, based on the country’s most recent census.
The results of 2020’s nationwide survey, which were announced this week, found the proportion of adults aged 21 and above currently sits at 73.8%. The figure was up on the 71.6% figure recorded in 2010’s census.
Subsequently, the Distilled Spirits Council of the United States, the American Craft Spirits Association and the American Distilled Spirits Alliance have upped the “placement standard” in their respective marketing codes for the country’s spirits producers.
“Spirits advertising and marketing should be placed in media only where at least 73.8% of the audience is reasonably expected to be above the legal purchase age (21+),” the organisations said in a collective statement yesterday.
“The census … provides a sound, fact-based measure for spirits companies to make advertising placement decisions,” said DISCUS CEO Chris Swonger. “In keeping with our longstanding commitment to responsible advertising, this new demographic percentage will apply prospectively to all new purchases of advertising and marketing for distilled spirits products.”
The setting of a demographic standard for alcohol marketing based on census findings dates back to 2008, when the approach was recommended by the US Federal Trade Commission.
A survey by alcohol e-commerce specialist Drizly this month concluded that consumers in the US are continuing to practice “self-bartending” thanks to the rising costs associated with going out.
How to get in front of US beverage alcohol consumers – Market Intel
