LGBTQ+-Targeted Alcohol Marketing in a Midwestern U.S. City: Retail Practices That May Reinforce Health Disparities.

OBJECTIVE

In the United States, lesbian, gay, bisexual, transgender, and queer (LGBTQ+) populations experience alcohol use-related disparities, which may be affected by targeted marketing by the alcohol industry. In this study, we assessed point-of-sale (POS) LGBTQ+ culturally targeted (CT) marketing strategies used by alcohol companies and alcohol retailers in a Midwestern U.S. city to inform future studies examining the effect of CT alcohol marketing on perceptions and use among LGBTQ+ adults.

METHOD: In June 2023, researchers audited 24 stores in neighborhoods that, anecdotally, serve LGBTQ+ communities in Columbus, Ohio. Each retailer was audited twice. Data captured in photographs taken during audits of alcohol displays and products were coded and analyzed by research staff using a priori codes.

RESULTS

Twenty-four retailers were audited, and 14 (58.0%) offered LGBTQ+-CT alcoholic products. Among these 14, 64.3% (n = 9) featured a Pride-themed display that included alcohol. "Pride/Proud" was the most prominently used descriptor in displays (53.5%) and products (55.6%). All displays and products used rainbow or Pride flag imagery. Brand partnerships were also featured by displays (22.3%) and products (33.3%). Alcohol products were often described as "fruity" (26.7%) and "limited edition" (26.7%).

CONCLUSIONS

POS-targeted marketing remains prevalent in the digital age. Alcohol brands use POS marketing strategies that may reinforce health disparities within and among LGBTQ+ communities. Given the history of targeted marketing used on this demographic, regulatory bodies should consider how LGBTQ+ targeted alcohol marketing may disproportionately impact alcohol use and alcohol-related health outcomes.