Article
Details
Citation
Jones D, Moodie C, Purves RI, Fitzgerald N & Crockett R (2022) Alcohol Packaging As a Promotional Tool: A Focus Group Study With Young Adult Drinkers in Scotland. Journal of Studies on Alcohol and Drugs, 83 (4), pp. 565-573. https://doi.org/10.15288/jsad.2022.83.565
Abstract
Objective:
Little research has been conducted on consumer perceptions of alcohol packaging as a marketing tool. The aim of this study was to explore how young adults view and engage with alcohol packaging.
Method:
Eight focus groups were conducted in Glasgow (Scotland) with current drinkers (n = 50), segmented by age (18–24, 25–35), gender (female, male), and social grade (ABC1, C2DE). Participants were shown, allowed to handle, and asked about a range of alcoholic products.
Results:
Five main themes emerged from the data. The first was the ubiquity of alcohol packaging, with frequent exposure reported in different settings, such as shops and drinking venues, and via marketing. The second was appeal, with pack graphics (e.g., color), structure (e.g., shape, size), and promotions (e.g., gifts, limited editions) allowing alcohol packs to catch attention, enabling products to stand out on shelves, and helping to create product and brand liking, interest, and choice. Third, alcohol packaging was frequently associated with specific occasions and activities. Fourth, alcohol packaging informed perceptions of product-consumer targeting, suitability, and intended drinker profiles. Fifth, alcohol packaging also engaged nonvisual senses (e.g., touch, sound, smell), guiding expectations of product taste and palatability.
Conclusions:
For young adult drinkers in Scotland, alcohol packaging can capture attention, create appeal, and help shape perceptions of the product, drinker, and drinking experience.
Journal
Journal of Studies on Alcohol and Drugs: Volume 83, Issue 4
Status | Published |
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Funders | Alcohol Focus Scotland |
Publication date | 31/07/2022 |
Publication date online | 19/07/2022 |
Date accepted by journal | 12/02/2022 |
URL | http://hdl.handle.net/1893/34528 |
ISSN | 1937-1888 |
People (5)
Lecturer, Psychology
Professor, Institute for Social Marketing
Research Fellow, Institute for Social Marketing
Professor, Institute for Social Marketing
Senior Research Fellow, Institute for Social Marketing