ArticleDrug and alcohol review2026
Brand Sharing and New Drinking Occasions: A Content Analysis of How Alcohol Brands in Australia and Aotearoa New Zealand Promote Zero Alcohol Products.
Article in Drug and alcohol review, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
What it found
Each row is one number read from the abstract, on the scale the paper reported it, with its interval. Left of the dashed line favours the treatment, right favours the comparator. Under each row is the sentence it came from. New to these charts? A ten-minute tutorial.
The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
The trial behind it
Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.
Neither the registry nor the abstract names a trial number. If this is a trial report, that itself is worth knowing.
Who cites it
0 citing papers in PubMed.
No citing paper in PubMed yet.
Corrections and comments
PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.
Authors and funding
7 authors.
Funding
Abstract
introductionThe rapid expansion of zero alcohol products (ZAP) and associated marketing is of increasing public health interest. Investigating marketing approaches can provide insights to inform policy responses to this emerging issue.
methodsWe conducted a content analysis of marketing campaigns by alcohol-branded ZAPs in Australia and Aotearoa New Zealand (NZ). We used publicly available information to systematically: (i) identify alcohol-branded ZAPs available in each country; (ii) collect information about marketing campaigns for each product; (iii) collect marketing assets; and (iv) identify campaign marketing strategies. The coding frame incorporated a combination of deductive (based on existing literature) and inductive codes.
resultsWe identified 13 alcohol-branded ZAPs in Australia and six in NZ that were promoted in 20 and 10 marketing campaigns, respectively, between 2018 and 2024. Mateship/friendship was the most common strategy, present in 80% of campaigns. Almost two-thirds of all campaigns (63%) promoted the product in the context of new drinking occasions (e.g., at the gym, while driving). Benefits of ZAP use included providing choice of a viable alcohol alternative (73% of campaigns), taste (47%), fitness/health (27%) and productivity (23%). DISCUSSION AND
conclusionsThis study provides evidence from Australia and NZ of alcohol-branded ZAP marketing campaigns promoting novel drinking occasions, adding to concerns raised by public health professionals. Stronger community protections for alcohol marketing, including marketing of ZAPs that share branding with alcoholic products, are warranted. Established alcohol brands appear to be using ZAP marketing campaigns to also promote alcohol branding in new drinking contexts.
Indexed as
Identifiers
What OpenQuestion holds
Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.