The lure of alcohol point of sale promotions

Point-of-sale (POS) refers to promotional materials that are found within a store or venue, at the point where a purchase will be made. POS is increasingly being used as a marketing tool for alcohol products, to the point where it is has been coined as 'aggressive' (Howard et al. 2004). Australian alcohol POS promotions include price-related promotions, such as 'buy 1, get 1 free' and 'X% off with a purchase of $Y'; as well as non-price promotions, such as a gift or competition entry with purchase.