‘You Can Sort of Justify Having That Drink’: Australian Young Adults' Perspectives on the Appeal and Influence of ‘Better for You’ Alcohol Products

ABSTRACT Introduction Alcohol industry publications reveal that the industry targets young people with better for you (BFY) marketing that promotes the nutrition and health‐oriented aspects of some products, despite the inherent harms of alcohol consumption. This research investigated how young adults conceptualise the appeal of BFY alcohol products and their potential effect on consumption, and their opinions of the alcohol industry in the context of this marketing. Methods Six online semi‐structured focus groups stratified by gender and alcohol consumption frequency were conducted with N = 27 West Australians aged 18–24 years who drank alcohol in the past year. Data were interpreted using thematic analysis. Results BFY alcohol products are seen by young adults as healthier options and thus justify greater alcohol consumption by offering a way to actively manage health risks. However, BFY products were also appealing in ways that aligned with more traditional alcohol marketing and with reasons for drinking (e.g., by enhancing enjoyment, pleasure and self‐presentation). While there was some cynicism and criticism of the alcohol industry for BFY marketing which was viewed as misleading, some young adults were appreciative as they saw it as providing information to help them make informed choices. Discussion and Conclusions To reduce alcohol use among young adults, counter‐marketing that harnesses critical reflection and cynicism towards the alcohol industry or draws attention to the misleading nature of BFY claims may be a useful strategy. Ultimately, regulatory changes to restrict alcohol marketing that serves to mislead consumers by positioning some alcohol products as healthier options is needed.