Sober Irony: Reciprocal Spill-Over Effects of Advertising Alcohol-Free Products on Alcohol Sales – MSI

Working Paper

Sober Irony: Reciprocal Spill-Over Effects of Advertising Alcohol-Free Products on Alcohol Sales

Stijn Maesen, Saeid Vafainia, Carl-Philip Ahlbom, and Michael Haenlein

Oct 9, 2024

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Analyzes scanner panel data for beer sales in the Netherlands to investigate the impact of alcohol-free advertising on alcohol sales.

Topics

research recap

Promoting Non-Alcoholic Beverages Can Have Mixed Results

Responding to concerns about possible health consequences of alcohol consumption, many brands now offer non-alcoholic beverages. Increasing market share for these alternatives is not necessarily at the expense of the original products, however. Advertising and promotion of a brand’s non-alcoholic beer may increase sales for its alcoholic beer as well.

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