title: Brand-specific consumption of alcohol among underage youth in the United States.
abstract: BACKGROUND
  Little is known about brand-specific alcohol consumption among underage youth, as existing information is collected at the level of alcoholic beverage type. This study identifies the alcohol brands consumed by a nationally representative sample of underage youth in the United States.
  
  
  METHODS
  We obtained a national sample of 1,032 underage youth, aged 13 to 20, using a pre-recruited Internet panel maintained by Knowledge Networks. Youth aged 18 to 20 were recruited directly from the panel via email invitation. Teens aged 13 to 17 were identified by asking adult panelists to identify a member of their household. The survey assessed the past 30-day consumption of 898 brands of alcohol among 16 alcoholic beverage types, including the frequency and amount of each brand consumed in the past 30 days. Market share for a given brand was calculated by dividing the total number of drinks for that brand in the past 30 days across the entire sample by the total number of drinks for all identified brands.
  
  
  RESULTS
  The alcohol brands with highest prevalence of past 30-day consumption were Bud Light (27.9%, 95% confidence interval [CI] 23.3 to 32.4%), Smirnoff malt beverages (17.0%, 95% CI 12.9 to 21.1%), and Budweiser (14.6%, 95% CI 11.0 to 18.3%). Brand market share was concentrated in a relatively small number of brands, with the top 25 brands accounting for nearly half of all market shares.
  
  
  CONCLUSIONS
  Underage youth alcohol consumption, although spread out over several alcoholic beverage types, is concentrated among a relatively small number of alcohol brands. This finding has important implications for alcohol research, practice, and policy.
authors: Department of Community Health Sciences, Boston University School of Public Health, Boston, MA 02118, USA. mbsiegel@bu.edu
authors: Michael
authors: M
authors: Siegel
authors: William
authors: W
authors: DeJong
authors: Timothy S
authors: TS
authors: Naimi
authors: Erin K
authors: EK
authors: Fortunato
authors: Alison B
authors: AB
authors: Albers
authors: Timothy
authors: T
authors: Heeren
authors: David L
authors: DL
authors: Rosenbloom
authors: Craig
authors: C
authors: Ross
authors: Joshua
authors: J
authors: Ostroff
authors: Sergei
authors: S
authors: Rodkin
authors: Charles
authors: C
authors: King
authors: Dina L G
authors: DL
authors: Borzekowski
authors: Rajiv N
authors: RN
authors: Rimal
authors: Alisa A
authors: AA
authors: Padon
authors: Raimee H
authors: RH
authors: Eck
authors: David H
authors: DH
authors: Jernigan
mesh_terms: D000293:Adolescent; D000367:Age Factors; D000428:Alcohol Drinking / Q000453:epidemiology* / Q000331:legislation & jurisprudence / Q000523:psychology; D000434:Alcoholic Beverages / Q000145:classification*; D003625:Data Collection / Q000639:trends; D005260:Female; D006801:Humans; D008297:Male; D040541:Marketing / Q000331:legislation & jurisprudence / Q000639:trends*; D014481:United States / Q000453:epidemiology; D055815:Young Adult
keywords: Alcohol; Brand; Surveillance; Underage Drinking; Youth
references: Am J Public Health. 1994 Feb;84(2):254-9
references: 8296950
references: Br J Addict. 1982 Dec;77(4):357-82
references: 6762224
references: MMWR Morb Mortal Wkly Rep. 2007 Jul 27;56(29):737-40
references: 17657207
references: J Med Internet Res. 2004 Jan 20;6(1):e2
references: 15111268
references: Alcohol Clin Exp Res. 2008 Feb;32(2):222-9
references: 18162076
references: Nicotine Tob Res. 1999 Dec;1(4):331-40
references: 11072430
references: Alcohol Alcohol. 1988;23(6):491-500
references: 2469424
references: Alcohol Clin Exp Res. 2012 Jul;36(7):1288-97
references: 22316218
references: J Drug Educ. 2010;40(3):265-80
references: 21313986
references: Subst Abus. 2011 Oct;32(4):191-201
references: 22014249
references: Alcohol Clin Exp Res. 2007 Oct;31(10):1714-22
references: 17651465
references: Econ Educ Rev. 2011 Feb;30(1):1-15
references: 21278841
references: J Drug Educ. 2007;37(2):107-22
references: 17977236
references: J Stud Alcohol. 1999 Jan;60(1):99-102
references: 10096314
references: Am J Drug Alcohol Abuse. 2011 Jul;37(4):229-34
references: 21517708
references: Alcohol Clin Exp Res. 2011 Apr;35(4):765-72
references: 21223311
references: MMWR Surveill Summ. 2012 Jun 8;61(4):1-162
references: 22673000
references: Alcohol Alcohol. 2004 Nov-Dec;39(6):471-6
references: 15456692
references: Am J Prev Med. 2011 Apr;40(4):419-26
references: 21406275
references: Alcohol Clin Exp Res. 2002 Oct;26(10):1561-7
references: 12394290
references: Br J Addict. 1991 Apr;86(4):409-17
references: 2054535
references: Arch Pediatr Adolesc Med. 2011 Jul;165(7):675-6
references: 21727284
references: JAMA. 1998 Feb 18;279(7):516-20
references: 9480361
references: Subst Abuse Treat Prev Policy. 2007 Oct 31;2:32
references: 17974020
references: J Addict Med. 2009 Dec;3(4):204-10
references: 21769017