US trade body The Distilled Spirits Council of the United States (DISCUS) has issued new guidance to promote the “responsible advertising” of alcohol crossover products.

The guidance advises companies to clearly demarcate, via packaging and placement, alcohol crossover products from non-alcoholic drinks. Brands should also “prominently” display the type of alcohol used in crossover, as well as clearly marking its alcohol by volume percentage.

The move comes amid a growing market of ready-to-drink alcohol beverages that seek to play on the brand equity of established soft drinks. Soft drinks brand owners The Coca-Cola Co, PepsiCo, and Monster Beverage Corp are all beginning to experiment in alcohol to varying degrees.

In its set of guidance, DISCUS also makes recommendations for retailers and suppliers, stating that product placement in stores can have an impact on how a consumer perceives whether or not a product contains alcohol.

“While spirits suppliers have the responsibility and control over how these products are advertised and marketed, our retail tier partners have the responsibility and control over how products are presented to consumers for sale,” said Courtney Armour, DISCUS chief legal office and code review board liaison.

“To avoid any consumer confusion, we encourage retailers to train their employees on these crossover products and take measures to ensure they are merchandised in a manner that makes it clear that they contain alcohol and are only marketed and sold to legal drinking age adults.”

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

In October, the National Beer Wholesalers Association openly discussed the marketing of PepsiCo’s Hard Mtn Dew as an example of a brand its members believed was appealing to consumers of below the legal drinking age.

In response, PepsiCo’s distribution arm, Blue Cloud Distribution, said it gives specific guidance that alcoholic and non-alcoholic beverages should not be merchandised or advertised together.

How energy crisis and inflation are hitting Germany’s beer market