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Updated: Aug 6, 2026
07:31
Murine Drinking Models in the Development of Pharmacotherapies for Alcoholism: Drinking in the Dark and Two-bottle Choice
Published on: January 7, 2019
Bottleshops and 'ready-to-drink' alcoholic beverages
Anthony Smith1, Christine Edwards, Wendy Harris
1Health Promotion Unit, Central Coast Health, Gosford, New South Wales. amsmith@doh.health.nsw.gov.au
Summary
Ready-to-drink (RTD) alcoholic beverages are heavily marketed to adolescents, with over 40% of refrigerated space in bottle shops dedicated to them. This marketing contributes to high consumption rates among young people, increasing alcohol-related harm risks.
Area of Science:
- Public Health
- Adolescent Health
- Alcohol Marketing
Background:
- Alcohol consumption among adolescents is a significant public health concern.
- Ready-to-drink (RTD) beverages are increasingly popular among young people.
- The marketing strategies for RTDs may contribute to adolescent alcohol-related harm.
Purpose of the Study:
- To investigate the in-store marketing strategies for RTDs in bottle shops.
- To assess if these strategies contribute to alcohol-related harm in adolescents.
- To quantify the in-store marketing efforts for RTDs.
Main Methods:
- Observational study of bottle shops on the central coast of New South Wales.
- Quantitative measurement of refrigerated display space allocated to RTDs.
- Semi-structured interviews with bottle shop staff.
Main Results:
- RTDs are prominently displayed in colorful, youth-oriented packaging in refrigerated units.
- Over 40% of refrigerated display space in bottle shops is dedicated to RTDs.
- More than half of interviewed staff believed RTDs are marketed to individuals under 18, especially girls.
Conclusions:
- The liquor industry employs strong marketing tactics for RTDs.
- High levels of RTD consumption are already evident among individuals under 18.
- Current marketing trends are likely to exacerbate high-risk consumption patterns in young people.
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