Do brand owners have tunnel vision when it comes to youth? – Consumer Intel

It’s fair to say that in today’s beverage alcohol market, youth reigns supreme - or at least, that’s what advertising campaigns from some of the world’s biggest drinks brands would have us believe. Despite significant strides being made to diversify brands’ target demographics, the images, literature and marketing speak we’re so used to still largely focuses on the under-50s.This is not a new phenomenon; over the years, as new generations have come of legal drinking age (LDA), brands have spied an opportunity to convert a new army of loyalists. There’s a pragmatic reason