Advertising and the Alcohol Industry
The beverage alcohol industry includes companies that market beers and brews (malt liquors), wines and sparkling wines (fermented), and distilled spirits—whiskey, vodka, scotch, gin, rum, and flavoredliquors. Sales of these products, usually through distributors, are limited to those businesses that have obtainedspecial licenses to sell one or more of the above categories of products. For example, if a restaurant has only a license to serve beer and wine, it cannot serve other types of alcoholic beverages.
In the United States, alcoholic beverages and tobacco products are the only consumer goods that are legally restrictedfor sale only to those who are not minors—at least 21 years of age in the case of alcohol or 18 (19 in three states) in the case of tobacco. Sales to anyone under those ages, respectively, are illegal, yet every day thousands of minors buy beer, wine coolers, cigarettes, and snuff with no questions asked by store clerks or owners. Even if a store refuses to sell to minors, they can usually find a vending machine or ask an older friend to buy for them.
Alcohol Use by Americans
In a survey conducted in 1996, 109 million Americans age 12 and older hadusedalcohol in the previous month (51% of the population).
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