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Alcohol and Alcoholism Advance Access originally published online on September 29, 2004
Alcohol and Alcoholism 2004 39(6):471-476; doi:10.1093/alcalc/agh101
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Alcohol & Alcoholism Vol. 39, No. 6 © Medical Council on Alcohol 2004; all rights reserved

INVITED COMMENTARY

ALCOHOL BRANDS IN YOUNG PEOPLES' EVERYDAY LIVES: NEW DEVELOPMENTS IN MARKETING

SALLY CASSWELL

SHORE (Centre for Social and Health Outcomes Research and Evaluation) Massey University, Auckland, New Zealand

Correspondence: SHORE (Centre for Social and Health Outcomes Research and Evaluation) Massey University, PO Box 6137, Wellesley Street, Auckland, New Zealand. Tel.: 64 9 366 6136; E-mail: s.casswell{at}massey.ac.nz

(Received 24 June 2004)

New developments in alcohol marketing are likely to be particularly important for younger members of the population both because of their use of new technology and the role brands play in their lives. This paper discusses the response of young people to this marketing, the functions it fulfils for the alcohol industry and the need for new policy responses.


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