The current study compared the main marketing messages conveyed by retailers and producers for low/er and regular strength wine and beer products in the UK. Compared with regular strength wines and beers, low/er strength products were more often marketed in association with occasions deemed to be suitable for their consumption including lunchtimes, outdoor events/barbeques, or on sports and fitness occasions. Furthermore, compared with regular strength wines and beers, low/er strength equivalents were more frequently marketed with images or text associated with health.
Marketing messages accompanying online selling of low/er and regular strength wine and beer products in the UK: A content analysis. Vasiljevic M, Coulter L, Petticrew M, Marteau TM, 2018
