JEFF BECKER, PRESIDENT OF THE BEER INSTITUTE, REACTS TO CAMY STUDY ON...

JEFF BECKER, PRESIDENT OF THE BEER INSTITUTE, REACTS TO CAMY STUDY ON ADVERTISING EXPOSURE TO HISPANIC YOUTH



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Washington D.C.–(HISPANIC PR WIRE – U.S. Newswire)–May 1, 2003–The fact is that illegal under-aged drinking in America, among all of the nation’s youth, has been on the decline for two decades. The decline across racial and ethnic lines in illegal under-aged drinking has come about in part because of the continued commitment of the American beer industry and others to address this problem.

This commitment to battle illegal under-aged drinking is evident in the hundreds of millions of dollars the beer industry spends on programs aimed at preventing illegal under-aged drinking towards both Hispanic youth and non-Hispanic youth alike. In the Hispanic community specifically, the industry has forged strong relationships with leading Latino organizations such as the National Council of La Raza and others, to implement programs directed at addressing illegal under-aged drinking among Hispanic youths. The industry regularly runs responsible drinking advertisements in the premier Hispanic media outlets.

The indisputable fact is that parents, whether Hispanic or non-Hispanic, continue to be the single most important influence upon a young person’s decision to drink. In fact, although the average adolescent watches television regularly, the vast majority of adolescents, including Hispanic adolescents, are not current drinkers. It also means that advertising of any form cannot represent the monumental influence on a youth’s decision that the CAMY study purports.

Since parents represent the number one influence for children, the American beer industry has invested time and resources in outreach programs aimed at providing parents the tools to better communicate with their under-aged children about these issues. The beer industry’s efforts also include key partnerships with law enforcement, retailers, community leaders and other parties.

Studies also indicate that for established products, advertising does not affect a person’s decision whether to buy the product or not; only which brand to buy. This study wrongfully equates one with the other. Further, the beer industry abides by strict advertising regulations in which they only advertise on programs and magazines that have a majority audience over the legal drinking age.

The American beer industry will continue to work with parents, law enforcement and community based organizations to prevent illegal under-aged drinking by Hispanic youths and non-Hispanic youths alike.

The Beer Institute, established in 1986, is the national trade association for the brewing industry, representing both large and small brewers, as well as importers and industry suppliers. The Institute is committed to development of sound public policy and to the values of civic duty and personal responsibility.

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CONTACT:

Beau Phillips, (202) 777-3513

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Juan Cortinas-Garcia, (202) 777-3519

JEFF BECKER, PRESIDENT OF THE BEER INSTITUTE, REACTS TO CAMY STUDY ON ADVERTISING EXPOSURE TO HISPANIC YOUTH