Young, a strategic target for alcohol producers

The Future Health Association France, in partnership with the League against cancer, led an observation developed by alcohol producers marketing strategies to attract young, she delivers in a book "Alcoolàtor ... and through."
Located on the ground for ten years, Future Health Association observed the marketing strategies of the alcohol producers (alcohol manufacturers) and distributors (bars, clubs, event organizers, hypermarkets and supermarkets, etc..) In management of 12-25 years. The book "Alcoolàtor ... and through" was discussed during a press conference in Paris.

Among 15-29 year olds, alcohol is involved in one in four deaths, making it the leading cause of death in this age group, says Renaud Bouthier, director of the association. According ESCAPAD study by the French Monitoring Centre for Drugs and Drug Addiction, 14% of boys and 4% of girls reported in 2008 consume alcohol regularly, numbers declined since 2003 (18% and 6% in 2005, against 21% and 8% in 2003).

Mathieu Van Nek, advertising specialist and social marketing on the internet has some detailed strategies (product / price / place), used by industrial groups seeking "at all costs to rejuvenate their image a priori aging."

"The proposed product is suitable in terms of packaging and name to capture a younger audience. We have drinks which are premix (all mixtures made of sweetened soda and alcohol), not very alcoholic and close juice "he cites. They are available in bars, cafes, supermarkets and hypermarkets in the grocery or gas stations if they are not refrigerated.

In some of these places, the premix is often cheaper than fruit juice. "The manufacturers have very little margin on these products. They are just trying to join the youth, for then proceed to a regular alcohol consumption," warns expert.

The Future Health Association France is part of the National Alliance collective prevention alcohol *, formed in 2009 in response to the authorization of alcohol advertising on the internet, which was included in the hospital bill, patients, health and territories (HPST). The group announced at the press conference, its constitution 1901 association.

In a "particularly aggressive mood from certain industrial," the president of the association, Professor Gerard Dubois, introduced the "stronger status" of the Alliance, whose objectives are clearly displayed: "inform and protect the population of the dangers of alcohol. "

* Associations and Organizations Alliance members alcohol prevention: National Association of Drug Addiction and addiction, National Association for the Prevention of Alcoholism and Addiction, Automobile Club of France Medical, Association France future health, National Liaison Committee of district authorities Federation actors of alcoholism and addiction, addiction French Federation, League against road violence, National League against Cancer, Mutual students, Mutual French, French Society for Oral Health, National Union of mutual regional students.