Authors: DANIEL JONES, m.sc, CRAWFORD MOODIE, ph.d, RICHARD I. PURVES, ph.d, NIAMH FITZGERALD, ph.d, & RACHEL CROCKETT, ph.d
Little research has been conducted on consumer perceptions of alcohol packaging as a marketing tool. The aim of this study was to explore how young adults view and engage with alcohol packaging.
For young adult drinkers in Scotland, alcohol packaging can capture attention, create appeal, and help shape perceptions of the product, drinker, and drinking experience.
