Alcohol and Alcoholism Advance Access originally published online on January 31, 2007
Alcohol and Alcoholism 2007 42(2):138-142; doi:10.1093/alcalc/agl113
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THE INFLUENCE OF PRODUCT PACKAGING ON YOUNG PEOPLE'S PALATABILITY RATING FOR RTDs AND OTHER ALCOHOLIC BEVERAGES
1 The National Drug and Alcohol Research Centre, The University of New South Wales Australia
2 Macquarie University Australia
*Author to whom correspondence should be addressed at: Peter Gates, The National Drug and Alcohol Research Centre, The University of New South Wales, Sydney NSW 2052, Australia Tel: +61 9385 0269; Fax:+ 61 9385 0222; E-mail: p.gates{at}unsw.edu.au
Received 14 November 2006; accepted 14 November 2006
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Abstract |
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Aims: To investigate the influence of product packaging of ready to drink (RTD), or pre-mixed drinks, and other alcoholic and non-alcoholic beverages on the palatability ratings of adolescents and adults. Respondents were interviewed at their own schools or a campus of the University of NSW. The experiment tested palatability ratings in blind and non-blind conditions with a selection of 12- to 30-year-old Australians (140 adolescents and 210 adults) from seven private schools across NSW and students from the University of NSW and Macquarie University. Methods: Beverage palatability was measured utilizing an interval ratio scale from 1 to 7 before and after packaging was presented. Views on whether the beverage packaging was designed to appeal to the participant were also analysed. Results: In general, the alcoholic beverage packaging was thought to be designed to appeal more to adults and palatability ratings significantly increased in the non-blind conditions. In contrast, the Bacardi Breezer packaging was especially palatable to younger participants. Conclusions: Although most alcoholic beverage packaging was not of particular appeal to adolescents, some RTD beverages may be appealing more to adolescents. Unlike other alcoholic products, the difference in palatability ratings for the Bacardi Breezer, from blind to non-blind conditions, was greater for younger participants.