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‘You Can Sort of Justify Having That Drink’: Australian Young Adults' Perspectives on the Appeal and Influence of ‘Better for You’ Alcohol Products

Alcohol industry publications reveal that the industry targets young people with better for you (BFY) marketing that promotes the nutrition and health-oriented aspects of some products, despite the inherent harms of alcohol consumption. This research investigated how young adults conceptualise the appeal of BFY alcohol products and their potential effect on consumption, and their opinions of the alcohol industry in the context of this marketing.

Citation:
Haynes A, Denejkina A, Sands M, Wong P, Talati Z, Keric D, Stafford J, Sartori A, Myers G, Martin J, McCausland T, Wakefield M, Dixon H. ‘You Can Sort of Justify Having That Drink’: Australian Young Adults' Perspectives on the Appeal and Influence of ‘Better for You’ Alcohol Products. Drug Alcohol Rev. 2025.

Abstract:
Alcohol industry publications reveal that the industry targets young people with better for you (BFY) marketing that promotes the nutrition and health-oriented aspects of some products, despite the inherent harms of alcohol consumption. This research investigated how young adults conceptualise the appeal of BFY alcohol products and their potential effect on consumption, and their opinions of the alcohol industry in the context of this marketing.