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Young people, alcohol, and designer drinks: quantitative and qualitative study
K Hughes1, A M MacKintosh, G Hastings
1Centre for Social Marketing, University of Strathclyde, Glasgow.
BMJ (Clinical Research Ed.)
|February 8, 1997
Summary
Designer drinks appeal to young people, especially 14-16 year olds, more than conventional beverages. Consumption is linked to heavier drinking and less controlled environments, raising concerns.
Area of Science:
- Public Health
- Adolescent Health
- Substance Use Research
Background:
- Designer drinks, including MD 20/20 and strong white cider, are increasingly popular among young people.
- Understanding the appeal and consumption patterns of these beverages is crucial for public health initiatives targeting youth alcohol use.
Purpose of the Study:
- To investigate the appeal of "designer drinks" among adolescents.
- To explore the relationship between designer drink consumption and drinking behaviors in young people.
Main Methods:
- A mixed-methods approach combining qualitative group discussions and quantitative questionnaire-led interviews.
- Data collected from 824 adolescents aged 12-17 in the Argyll and Clyde Health Board area, Scotland.
Main Results:
- Familiarity with designer drinks was high, with brand imagery resonating particularly with 14-15 year olds.
- Popularity of designer drinks peaked between 13-16 years, contrasting with a steady increase in conventional drink preference with age.
- Consumption occurred in less controlled settings, associated with heavier alcohol intake and increased drunkenness.
Conclusions:
- Designer drinks pose a public health concern due to their significant appeal to adolescents, particularly 14-16 year olds.
- The association with uncontrolled drinking environments and heavier alcohol consumption necessitates policy discussion.
- Further controls on the marketing of designer drinks may be required to mitigate risks to young people.