Alcohol consumption among young people remains a significant global public health concern, given their widespread exposure to alcohol marketing across multiple channels, including traditional and digital media, social media, sponsorships, and product placements. Prior research has shown that exposure to alcohol marketing is associated with earlier initiation of drinking, higher levels of consumption, and increased engagement in risky drinking behaviors. In response to increasing regulatory restrictions, alcohol companies have adopted alternative marketing strategies such as promoting alcohol-free and low-alcohol (NoLo) products under socially responsible messaging and using alibi marketing that evokes alcohol brands without explicit brand identification. Evidence suggests that NoLo advertising can activate alcohol-related cognitions among youth in ways similar to traditional alcohol advertising, while indirect branding through alibi marketing can enhance brand recall and influence drinking intentions. Despite growing evidence of their impact, there remains limited understanding of how young people perceive and interpret these strategies. Therefore, the present study aims to investigate the extent and nature of young people’s exposure to alcohol sponsorship and how they perceive and differentiate NoLo products from their regular-strength counterparts.
This study employed a qualitative design using online focus groups to explore young people’s perceptions of alcohol brand sponsorship, including alibi marketing and alcohol-free and low-alcohol (NoLo) products. A total of 10 online focus groups were conducted with 44 participants aged 11–17 years. The focus groups followed a semi-structured format guided by a topic guide designed to examine key themes related to alcohol branding and sponsorship. Participants were shown visual stimulus materials (brand logos and advertisements) via slides to prompt discussion. Specifically, the guide explored (1) participants’ reactions to alibi sponsorship and (2) their perceptions of sponsorship involving no- and low-alcohol products. All focus group data were analyzed using qualitative content analysis.
Participants demonstrated high brand awareness, recognizing nearly all alcohol brands from logos, with sports sponsorship identified as the primary exposure source. They understood that alibi marketing was a strategic attempt to circumvent advertising restrictions, describing it as “sneaky,” and acknowledged that even without direct brand selection, such exposure influences overall consumption behavior. Most participants recognized that NoLo advertising functioned identically to regular alcohol marketing, promoting the core brand rather than genuinely differentiating products, and expressed concern that visually downplayed “0.0%” labels and insufficient distinction from alcoholic variants could normalize alcohol consumption and serve as gateway experiences for younger audiences. Despite these concerns, most participants perceived NoLo products as healthier alternatives. However, some participants simultaneously questioned whether they should be permitted to sponsor sports, given their potential to blur the line between alcohol and non-alcohol branding. Older participants (ages 16-17) exhibited greater critical awareness of these marketing tactics, reflecting enhanced media literacy and cognitive development in recognizing regulatory evasion strategies
Takeaway: Young people demonstrated high awareness of indirect alcohol marketing, recognizing that both alibi marketing and NoLo advertising function as strategic methods to sustain brand visibility and normalize alcohol consumption, underscoring the need for comprehensive regulatory frameworks that address these indirect strategies and prioritize youth protection in sports sponsorship.