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Table 1 Sample marketing messages for low/er and regular strength alcohol products for the two main superordinate themes identified: (a) occasions and (b) health-related properties

From: Marketing messages accompanying online selling of low/er and regular strength wine and beer products in the UK: a content analysis

Superordinate theme Marketing message Sample verbatim text on wine webpages Sample verbatim text on beer webpages
Occasions Any occasion/ everyday ‘All occasions’ (L); ‘Any occasion’ (L, R); ‘Any time’ (L); ‘Whenever you want’ (L); ‘Perfect option for every taste and occasion’ (L); ‘Very drinkable whatever the weather’ (L); ‘You never need to feel left out, whatever the situation’ (L) None
Parties/family/friends ‘For lazy afternoons and relaxing with friends’ (R); ‘With your mates’ (L, R); ‘Get-togethers’ (R); ‘An evening celebration’ (L); ‘Dinner parties’ (L, R) ‘A perfect way to refresh whether it’s at a BBQ, down at the beach, or when you’re watching the game with mates’ (L); ‘For all your trendy patio parties, picnic classics and the good old-fashioned night in with your pals’ (L); ‘For those occasions when you need to smarten up a little’ (R)
Lunchtime ‘Lunchtime treat’ (L); ‘Lunchtime tipple’ (L); ‘Perfect for all occasions from a lunchtime barbeque to an evening celebration’ (L) ‘Both dinner and lunch’ (R)
Nights in ‘Perfect for nights in and social get-togethers’ (R); ‘Quiet night in front of the TV’ (L) ‘For all your trendy patio parties, picnic classics and the good old-fashioned night in with your pals’ (L)
Outdoors/ summer/BBQ ‘Perfect for the warm days of summer or enjoyed year round’ (R); ‘Al fresco’ (R); ‘Barbecue’ (L, R); ‘Picnics’ (L, R) ‘A perfect way to refresh whether it’s at a BBQ, down at the beach, or when you’re watching the game with mates’ (L); ‘For all your trendy patio parties, picnic classics and the good old-fashioned night in with your pals’ (L)
Sport or fitness None ‘To refresh thirsty sportsmen and women’ (L); ‘Isotonic recovery drink’ (L)
Health-related properties Health-benefit ‘X % fewer calories’ (L); ‘X % less calories’ (L); ‘Lower in calories’ (L); ‘Less calories’ (L); ‘With only X calories in a 125 ml glass’ (L); ‘You don’t have to give up on the Pinot Grigio when you’re cutting back on calories’ (L); ‘Diet friendly’ (L); ‘Who said dieting couldn’t be fun?’ (L); ‘Great if you’re watching your weight but still hanker after a little bit of what you fancy’ (L); ‘If you don’t fancy being full-bodied, it’s just the drop for you’ (L); ‘It’s only the wine that stays big and full bodied and you don’t’ (L); ‘No artificial colours or flavours’ (L); ‘With natural flavours’ (L) ‘Less gassy than many other lagers’ (R); ‘Natural ingredients’ (L); ‘Vitamin rich… isotonic thirst quencher… Provides the body with essential nutrients… Folic acid and vitamin B12 reduce fatigue and support the immune system. B12 also promotes energy-yielding metabolism. Just one bottle per day contributes to healthy nutrition’ (L)
Calorie content ‘X calories’(L, R); ‘X kcals’ (L, R) ‘X calories’ (L, R); ‘X kcals’ (L, R)
Carbohydrate content ‘X g carbohydrate’ (L) ‘X g carbohydrate’ (L, R)
  1. Note. Sample marketing messages accompanying low/er strength alcohol products are denoted with an L in parentheses, and the regular strength alcohol products are denoted with an R in parentheses