COMMENT: US industry walks fine line

By Datamonitor | 28 November 2003

US drinks manufacturers are strongly refuting charges of deliberately marketing their products to underage drinkers. However, every alcoholic drink manufacturer targets young legal drinkers and this may give enough grounds for the case to proceed. In the UK, manufacturers have started to use more sophisticated positioning to avoid this problem.

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US drinks manufacturers are strongly refuting charges of deliberately marketing their products to underage drinkers. However, every alcoholic drink manufacturer targets young legal drinkers and this may give enough grounds for the case to proceed. In the UK, manufacturers have started to use more sophisticated positioning to avoid this problem.

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