ICUDDR-Logo click for home.

< Back to All Resources

Alcohol Packaging As a Promotional Tool: A Focus Group Study With Young Adult Drinkers in Scotland

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.


Adobe PDF Full text PDF

Related Topics