An online assessment of pricing for ready-to-drink alcohol products: Implications for risk and policy solutions

Background

Alcohol pricing policies can reduce population-level alcohol consumption. To inform these policies, it is essential to understand the price per standard alcoholic drink of the least expensive brands. This study focused on prices of ready-to-drink products because of their accessibility, popularity among young people, and market expansion in recent years.

Methods

In 2023, we systematically identified 39 retail stores selling alcohol online in Fort Worth, Texas. For each product, we recorded information regarding brand name, alcohol-by-volume (abv), liquid volume, and price (n = 10,818). Ready-to-drink products encompassed beer, malt liquor, cider, premixed cocktails, and flavored alcoholic beverages (FAB) including hard beverages (seltzer, soda, tea, lemonade), excluding wine and distilled spirits. We limited analyses to brands sold by at least three stores and deduplicated products within stores. Our analytic sample size was 3924.

Results

The least expensive brands included the following: Four Loko, MXD Drinks Co., Steel Reserve (High Gravity Lager and Alloy Series), Hurricane High Gravity, Natural Ice, Natty Daddy, Clubtails, Sauza Agave Cocktails, Truly Extra, and Icehouse. The average abv among all products was 5.9%. Among the 20 least expensive brands, the average abv was 9.0%, and 70% were available in single-serve containers.

Conclusions

The least expensive brands of ready-to-drink alcohol products were often high abv, single-serve containers of FAB, malt liquor, or beer. Retail price assessments can strengthen the case for policy solutions, such as targeted taxes and re-classification of products, to reduce the risks posed by low-priced alcohol. The current study identifies some brands these retail assessments should include.