Publication Details

This conference paper was originally published as Lynch, M and Jones, SC, POP promotions for alcolhol: increasing brand loyalty or just increasing binge drinking?, in Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference, Queensland University of Technology, 4-6 December 2006.


The consumption of alcohol by young Australians in general, and at risky levels has increased. University students, as part of this group, display consistent and increasing risky drinking patterns. One key area of interest in understanding this situation is the use of alcohol advertising and marketing. Of particular interest to this research is the use of point-of-purchase promotions in licensed venues and the impact they may have on consumption. In order to help understand these promotions, focus groups were conducted with male university students between the age of 18 and 24 years from the University of Wollongong. Overall, the perception of these promotions was that they encouraged male university students to drink at risky levels. Many respondents reported increasing their own personal drinking levels to participate in a promotion and participants would generally consume the desired amount in the one sitting, rather than over several.