A coalition of alcohol suppliers, wholesalers, and retailers has committed to responsibly market and merchandise alcoholic products linked to well-known non-alcoholic brands. This agreement, announced by the Distilled Spirits Council of the United States (Discus), Wine & Spirits Wholesalers of America (WSWA), FMI – The Food Industry Association, and the National Association of Convenience Stores (NACS), aims to prevent consumer confusion and ensure these products are only sold to adults of legal drinking age.
Crossover alcoholic products, which use the branding and intellectual property of existing non-alcoholic beverages, have become increasingly popular, with brands like SunnyD and Lipton entering the market. In response, Discus issued guidelines in December 2022 for responsible advertising of these products.
“Today’s commitment unites suppliers, wholesalers, and retailers, reinforcing our dedication to responsible advertising, marketing, and merchandising of these products,” said Chris Swonger, president and CEO of Discus. “Our goal is to avoid consumer confusion and ensure these products are marketed and sold solely to legal drinking age adults.”
As part of this commitment, producers will adhere to advertising codes, ensure packaging and branding are distinct from non-alcoholic versions, clearly indicate the presence of alcohol, and target adults of legal drinking age.
Wholesalers and retailers will also play a crucial role by placing crossover brands separately from their non-alcoholic counterparts and away from products appealing to children, such as toys. If unable to meet these guidelines, they will provide clear notice of the alcohol content and train employees on the responsible sale of these products.
“The alcohol industry has a longstanding track record of effective self-regulation,” said Francis Creighton, president and CEO of the WSWA. “This commitment will standardize responsible merchandising and marketing practices across the country, enhancing our focus on responsibility efforts in marketing beverage alcohol products.”
This initiative underscores the industry’s dedication to maintaining responsible practices in the face of evolving market trends.
