Even if it may sound unfair each target is subjected to study to better address the promotional activities. It happens for Young drinker too, target of specific packaging or products themselves.
But what if the Young drinkers decrease?
According to a recent study about the Uk drinkers (16-24 years old), the rates of non-drinking increased from 18% in 2005 to 29% in 2015 and this coincides with a delayed initialization into alcohol consumption.
We are better take this into consideration to better know the market and the cultural trends which affect it.
Source: BMC Public Health