Abstract：
OBJECTIVE: Some claims on alcohol labels highlight virtuous aspects of brands or products, including in health-, eco-, and cause-oriented domains (including charity partnerships, or ethical or humanitarian certifications). This virtue marketing may create a \'halo\' whereby consumers generalise from specific attributes to a more favourable overall appraisal of the product, brand, or even alcohol or the alcohol industry in general. This study aims to describe the prevalence of and trends over time in virtue marketing on the packaging of new alcohol (including lower and zero alcohol) products on the Australian market.
METHODS: Records of N=4,024 new alcohol products released in Australia between 2013 and 2023 were extracted from Mintel Global New Products Database. Health-, eco-, and cause-oriented claims on packaging were summarised across product types and time, and co-occurrence between claims was assessed.
RESULTS: Virtue marketing appeared on 36.5% of new alcohol products, of which health-oriented claims were most common (32.5%), followed by eco- (6.3%) and cause-oriented claims (2.0%). The prevalence of each claim category and virtue marketing overall significantly increased over time (each p<.001) and varied by product type. New alcohol products displayed as many as eight different types of claims and all claims tended to co-occur with at least two others.
CONCLUSIONS: Virtue marketing is prevalent on new alcohol products in Australia and has recently increased. While product packaging can provide useful consumer information, health-, eco-, and cause-oriented claims may exploit consumers\' motivation to make healthy, sustainable, and socially responsible choices despite alcohol being detrimental in these areas.
METHODS: Records of N=4,024 new alcohol products released in Australia between 2013 and 2023 were extracted from Mintel Global New Products Database. Health-, eco-, and cause-oriented claims on packaging were summarised across product types and time, and co-occurrence between claims was assessed.
RESULTS: Virtue marketing appeared on 36.5% of new alcohol products, of which health-oriented claims were most common (32.5%), followed by eco- (6.3%) and cause-oriented claims (2.0%). The prevalence of each claim category and virtue marketing overall significantly increased over time (each p<.001) and varied by product type. New alcohol products displayed as many as eight different types of claims and all claims tended to co-occur with at least two others.
CONCLUSIONS: Virtue marketing is prevalent on new alcohol products in Australia and has recently increased. While product packaging can provide useful consumer information, health-, eco-, and cause-oriented claims may exploit consumers\' motivation to make healthy, sustainable, and socially responsible choices despite alcohol being detrimental in these areas.
摘要：
目标：酒精标签上的一些声明强调了品牌或产品的良性方面，包括在健康方面-，ec-,和以事业为导向的领域(包括慈善伙伴关系，或道德或人道主义认证)。这种美德营销可能会产生一个“光环”，消费者将其从特定属性概括为对产品更有利的整体评价，品牌,甚至酒精或一般酒精行业。这项研究旨在描述澳大利亚市场上新酒精（包括低酒精和零酒精）产品包装的美德营销的流行程度和趋势。
方法：从Mintel全球新产品数据库中提取了2013年至2023年在澳大利亚发布的N=4,024种新酒精产品的记录。Health-,ec-,在产品类型和时间上总结了以原因为导向的包装声明，并评估了索赔之间的共现情况。
结果：美德营销出现在36.5％的新酒精产品上，其中以健康为导向的索赔最常见(32.5%)，其次是生态索赔（6.3%）和基于原因的索赔（2.0%）。随着时间的推移，每个索赔类别和美德营销的总体流行率显着增加（每个p<.001），并且因产品类型而异。新的酒精产品显示多达八种不同类型的索赔，并且所有索赔都倾向于与至少两种其他索赔同时发生。
结论：美德营销在澳大利亚的新酒精产品中很普遍，并且最近有所增加。虽然产品包装可以提供有用的消费者信息，health-,ec-,以原因为导向的索赔可能会利用消费者制造健康的动机，可持续,和对社会负责的选择，尽管酒精在这些地区是有害的。
方法：从Mintel全球新产品数据库中提取了2013年至2023年在澳大利亚发布的N=4,024种新酒精产品的记录。Health-,ec-,在产品类型和时间上总结了以原因为导向的包装声明，并评估了索赔之间的共现情况。
结果：美德营销出现在36.5％的新酒精产品上，其中以健康为导向的索赔最常见(32.5%)，其次是生态索赔（6.3%）和基于原因的索赔（2.0%）。随着时间的推移，每个索赔类别和美德营销的总体流行率显着增加（每个p<.001），并且因产品类型而异。新的酒精产品显示多达八种不同类型的索赔，并且所有索赔都倾向于与至少两种其他索赔同时发生。
结论：美德营销在澳大利亚的新酒精产品中很普遍，并且最近有所增加。虽然产品包装可以提供有用的消费者信息，health-,ec-,以原因为导向的索赔可能会利用消费者制造健康的动机，可持续,和对社会负责的选择，尽管酒精在这些地区是有害的。
