Point-of-sale alcohol promotions in the Perth and Sydney metropolitan areas

Abstract

Introduction and Aims. Point-of-sale (POS) is increasingly being used as a marketing tool for alcohol products, and there is a growing body of evidence suggesting that these materials are positively associated with drinking and contribute to creating a pro-alcohol environment. The purpose of the present study was to document the nature and extent of POS alcohol promotions in bottle shops in two Australian capital cities. Design and Methods. A purposive sample of 24 hotel bottle shops and liquor stores was selected across Sydney (New South Wales) and Perth (Western Australia) and audited for the presence and nature of POS marketing. Results. Point-of-sale promotions were found to be ubiquitous, with an average of 33 promotions per outlet. Just over half were classified as ‘non-price’ promotions (e.g. giveaways and competitions). Spirits were the most commonly promoted type of alcohol.The average number of standard drinks required to participate in the promotions ranged from 12 for ready to drinks to 22 for beer. Alcohol outlets that were part of supermarket chains had a higher number of promotions, more price-based promotions, and required a greater quantity of alcohol to be purchased to participate in the promotion. Discussion and Conclusions. The data collected in this study provides a starting point for our understanding of POS promotions in Australia, and poses important questions for future research in this area.