Low-calorie alcoholic beverages target women

Trend in alcohol marketing and product development to emphasize calories and weight loss

The Marin Institute, an alcohol industry watchdog, has a recent blog post called The New Spirits ‘Thin-dustry’ which discusses an ongoing trend in the development of low-calorie alcoholic beverages. The post examines how this trend targets young women by focusing on physical insecurities, using Skinnygirl Cocktails as a case example.

For more on how alcohol advertising affects young women, see previous posts A Glimpse Inside the UK Alcohol Marketing Industry (February 14, 2011) and What about GIRLS? (November 10, 2010).

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