“I just saw the alcohol brand, I never really thought of the zeros”: Young people’s views of NoLo and alibi alcohol sponsorship
Research paper
Highlights
- Young people (aged 11–17) demonstrate strong recognition of alcohol brands through sports sponsorship exposure.
- Alibi marketing enables alcohol brands to remain visible despite regulatory limits on alcohol marketing.
- NoLo product sponsorship is often perceived as advertising for full-strength alcohol due to branding similarity.
- Participants expressed concern that these tactics exploit legal loopholes and may mislead youth audiences.
- Findings support the need for better regulation of indirect alcohol marketing, particularly in sport.
Study Purpose
There remain significant gaps in the understanding of young people’s views on alcohol sponsorship, including their views on NoLo and alibi marketing.
This study aimed to gather evidence on the extent and nature of young people’s exposure to alcohol sponsorship, including where they see it, how much they see and what they think about it. It also explored young people’s views of alibi and NoLo marketing, including whether they differentiate between NoLo variations of products and their regular-strength variants.
This study offers a critical lens on how the alcohol industry adapt their strategies in response to regulation and how young people are not only aware of these tactics but potentially influenced by them despite their indirect nature. The blurring between NoLo and alcoholic products, and the interpretation of alibi marketing as covert advertising, point to the need for robust policy reforms that go beyond surface-level regulations of alcohol marketing and consider the symbolic and associative power of sponsorship and branding in sports.
Background
Alcohol consumption among young people remains an important global public health concern (WHO, 2024). Despite age limits on alcohol sales and consumption in many countries, young people are regularly exposed to alcohol marketing across multiple channels, including television, digital platforms, social media, sponsorships, and product placements.
These marketing efforts often portray alcohol in a glamorous and socially desirable context, influencing the attitudes, expectations, and alcohol consumption behaviours of young audiences (Giesbrecht et al., 2024). Research consistently shows a strong link between exposure to alcohol marketing and early initiation of alcohol use, higher levels of consumption, and greater likelihood of engaging in high-risk alcohol consumption behaviours.
Alcohol companies have long invested in sports sponsorship to enhance brand visibility and consumer loyalty. Unlike traditional advertising, sponsorship seamlessly integrates alcohol branding into the sports experience, making it more appealing (Purves & Critchlow, 2020). Research has found a link between exposure to alcohol sport sponsorship and increased consumption, including among young people and adult sportspersons (Brown, 2016).
In response to rising levels of alcohol-related harm, the World Health Organization (WHO) recommends that countries adopt statutory controls on alcohol marketing, including sponsorship (WHO, 2013). Many European nations have implemented regulations to limit young peoples’ exposure to such advertising (Purves et al., 2022). Norway was an early adopter, introducing a nationwide ban on alcohol advertising in 1975 due to concerns about its impact on young people (Rossow, 2021). France followed with the Loi Évin in 1991, which regulates alcohol marketing and bans alcohol advertising in youth-oriented media and strictly regulates advertising content, including a ban on alcohol sponsorship of sporting events (Gallopel-Morvan et al., 2017). More recently, the Scottish Government highlighted alcohol sponsorship as a key concern in its 2022 consultation on restricting advertising and promotion, emphasising its role in increasing brand recognition and desirability among young people, as well as its link to early alcohol use initiation (Scottish Government, 2022).
However, as regulatory efforts evolve, emerging challenges such as covert marketing tactics must be carefully addressed in future legislation.
The increasing prominence of NoLo sponsorship
One of these challenges is the rising prominence in the availability and consumption of alcohol-free and low-alcohol drinks (NoLo), driven by changing social norms, health consciousness, and alcohol industry responses. In the United Kingdom (UK), low-alcohol drinks are typically defined as beers, ciders, spirits, pre-mixed drinks, or wines containing ≤1.2 % alcohol-by-volume.
Sponsorship is now being redefined by the emergence of NoLo alternatives seeking to maintain brand visibility while aligning with socially responsible messaging. NoLo brands, including Heineken 0.0 % and Corona Cero, are not merely sub-brands, they represent a strategic pivot in marketing, aiming to capture younger demographics who prioritise moderation, wellness, and authenticity (Marsh & Jones, 2023). Sponsorship, particularly in sports and music, serves as a vital avenue for these brands to maintain cultural relevance and brand loyalty without triggering the same regulatory and ethical scrutiny faced by traditional alcoholic beverages.
Studies show that NoLo brand sponsorships can still foster brand recall and influence consumer preferences (Nicholls, 2023). Debates persist around the potential “halo effect” of such sponsorships, where even non-alcoholic variants may promote the core alcoholic product (Miller & Wright, 2024).
A study with Australian teens found that exposure to NoLo advertising prompts adolescents to think of alcohol in a similar manner to when they are exposed to alcoholic drinks (Bartram et al., 2025). Furthermore, regulatory bodies are grappling with whether these marketing practices constitute a loophole in alcohol advertising restrictions (Anderson & O’Brien, 2023).
Using alibi marketing to maintain brand visibility
Another strategy employed by alcohol companies to maintain their brand visibility in societies that regulate marketing and protect (young) people from exposure is the use of alibi marketing (Critchlow, Holmes & Fitzgerald, 2025). This practice involves the use of brand colours, logos, or slogans that evoke alcohol brands without explicitly mentioning the brand name, allowing sponsors to technically comply with advertising regulations while still maintaining a market presence (Purves et al., 2017).
The concept of alibi marketing is often observed in countries where direct alcohol advertising is banned or comprehensively regulated, such as France. In these contexts, brands utilise suggestive symbols or phrases from their marketing campaigns to create mental associations with the core alcohol brand. This method not only challenges the effectiveness of advertising bans but also raises ethical questions about legitimising alcohol marketing to young people.
Studies have shown that even indirect exposure to alcohol branding can significantly increase brand recall and affect alcohol consumption intentions among adolescents (Noel et al., 2017). Critics argue that such strategies undermine public health efforts to reduce alcohol consumption and normalise alcohol consumption culture, particularly in sports settings where youth viewership is high.
In response, some countries have pushed for broader interpretations of advertising laws to include these indirect strategies, while others still struggle to close the loopholes exploited by alibi marketing.
Results
High levels of brand awareness
Participants in all groups demonstrated a high level of brand awareness and were able to recognise almost all brands from their logos including various fast food, electronics and sportswear brands.
The logos of three alcohol brands were included on the first slide. Most participants, including those in the youngest age groups, were able to recognise the alcohol brands from their logos (Tennent’s, Guinness and Foster’s) and describe them as alcohol brands. Tennent’s (a Scottish beer brand) was the most recognised alcohol brand with many participants describing it as an ‘alcohol’ or ‘beer’ brand.
Participants then discussed where they had seen these alcohol brands before and how often they were exposed to them.
- Sports sponsorship was mentioned by most groups as one of the main sources of exposure to alcohol brands with many stating that they see alcohol sponsorship “every time” or “most of the time” when they watch sports on television (Group 6, 14–15, Male).
- Participants aged over 14 were able to cite specific sporting bodies and teams which had alcohol sponsors.
- For example, Guinness and Tennent’s were recognised by many due to their association with the Scottish rugby union team and the Six Nations rugby union championship.
Groups mentioned that Guinness and Tennent’s were highly visible during rugby union matches and that they had seen advertising around the stadium and on the pitch.
Male participants were more likely to recall specific sponsorship arrangements than female participants, in part due to their greater familiarity with football and rugby teams and events.
Recognising alcohol brands from their logos
Before being shown specific slides focusing on alcohol sponsorship, groups were shown a slide which featured examples of alibi marketing for Carlsberg, Heineken and Guinness (see Appendix B) to determine whether they would be able to recognise the alcohol brand from various signifiers such as the logo, colours or slogan.
- Without prompting, all groups recognised the red star and green background as the logo of Heineken, including the youngest age groups.
Most groups also recognised Guinness alibi marketing from the example on the slide which featured a large advert in the centre of the rugby pitch with the word ‘Greatness’ instead of the brand name. Again, participants described the colour scheme and font as being very similar to the Guinness core branding, but some participants also drew on their pre-existing knowledge of Guinness sponsoring the Six Nations to recognise the brand.
Participants thought that most people would be able to recognise the alcohol brands from the alibi marketing. Some believed that adults would already be familiar with the alcohol brands so would be able to recognise parts of their logo or slogans quite easily. Participants suggested that only very young children might have difficulty recognising the brands and this was mainly due to their lack of familiarity with the brands.
Some participants struggled to understand why companies would use alibi marketing instead of using their brand name, arguing that this type of marketing might be less effective in promoting the products due to some people not recognising the brands.
Why companies use alibi marketing
When asked why they thought companies might use this type of marketing, some participants mentioned that companies might use alibi marketing to continue to advertise in countries which have regulations on alcohol marketing. Some felt this would be “better” because young people might not recognise the brands whilst others felt that this was a way for the alcohol companies to circumvent existing regulations, describing it as “sneaky”.
Participants acknowledged that even if the advertising doesn’t lead to choosing that specific brand, it can still influence overall consumption. This reflects the idea that brand exposure can prompt purchasing behaviour in general, not just brand loyalty, illustrating a sophisticated awareness of marketing psychology and regulatory loopholes.
Female participants tended to be more overtly critical of this type of advertising than male participants, arguing that alcohol companies should not be permitted to exploit loopholes in legislation.
Participants discussed whether they thought alibi marketing should be permitted to continue in countries where regulations on alcohol marketing are already in place, such as France. Most agreed that alibi marketing was being used to circumvent current regulations and to exploit loopholes in the law.
I think that it’s good that the rule in France is in place, but I don’t think the loopholes, even though it’s not like properly being shown, like the brand name isn’t shown, you do think about it more, because you’re thinking, what could that be advertising?”
Group 5, 14–15, Female
Influencing consumption habits on a subliminal level
The groups were then shown various slides featuring examples of sponsorship including
- pitch-side advertising,
- front of shirt sponsorship,
- promotional packaging, and
- magazine adverts.
These examples featured alcohol brands such as Heineken, Guinness, Estrella and Stella Artois alongside other non-alcohol brands such as Red Bull, Betway and Audi. Participants described other examples of alcohol sponsorship they had seen with football being the most cited sport followed by rugby.
Participants demonstrated a sophisticated understanding of marketing activities, listing various examples, and were able to describe the main reasons why companies used sponsorship to market their products. For example, one participant discussed how alcohol sponsorship works on an almost subliminal level to promote brands to those watching live sports.
I think, even if it’s just in the background while you’re watching something, you are seeing it, so your brain still registers it, even if you don’t think you’re paying attention to the sponsorship.”
Group 5, 14–15, Female
Participants also discussed the impact alcohol marketing might have on those who are exposed to it. Many described how being exposed to alcohol marketing via sports sponsorship might have an impact on younger people and how this might influence their consumption habits in the future.
I think quite a lot of kids would, like, watch football, and if they say, oh, they are advertising for, like, beer and stuff, like, they might end up, like, drinking and stuff, and it is not really good for you.”
Group 2, 11–13, Male
Participants believed that sports sponsorship primed people to become familiar with certain brands from an early age and that by the time they became adults they would be more likely to purchase these brands due to their pre-existing knowledge and positive association with sport.
Drawn to the core branding
Near the end of the groups, participants were shown a slide featuring examples of advertisements for and sponsorship by alcohol free and low-alcohol (NoLo) products (see Appendix C). Participants were invited to comment on these examples and discuss their reactions to the adverts. Despite the images featuring 0.0 % variants of core-branded products such as Heineken 0.0 %, Guinness 0.0 % and Corona Cero, many participants did not recognise this advertising as any different from adverts for regular strength variants of these brands. Only when they were prompted by the researcher did participants realise the advertising was for core-branded NoLo products.
Once prompted, participants reflected on whether it was obvious that the adverts were for NoLo products. Views on this were mixed with some arguing that it was obvious that the adverts were for NoLo products, despite not noticing this initially, and some feeling that “it should be more obvious that they’re zero per cent” (Group 4, 14–15, Male).
Those who believed it was not immediately obvious that the adverts featured NoLo products discussed the reasons for this with many mentioning that when they looked at the adverts they were drawn to the core branding rather than the zeros.
I think I’ve noticed whether they say low or not or have the zeros. But I don’t think I’ve ever really, I’m not sure, I just saw the alcohol brand, I never really thought of the zeros.”
Group 5, 14–15, Female
Yeah, I just read, like, the Guinness, for example, there’s Guinness and then zero-point-zero. I didn’t, like, think of them together.”
Group 4, 14–15, Male
NoLo adverts viewed no differently to regular alcohol adverts
Most participants believed that these adverts were no different from regular strength alcohol advertising as they were still promoting the core brand. They also discussed how young people might be encouraged to try the NoLo variation which would then lead them to experiment with alcohol.
I think it’s the exact same, because it’s still like a beer brand. Just because it has 0 percent, it’s still promoting the brand and, they do also alcohol. It’s like if you were to give a kid a 0.0 percent drink, they’re going to be like, oh, I’m so cool, I’m having beer. I’m going to have it with actual alcohol in it. Like I think it’s the exact same.
Group 9, 16–17, Female
This analogy suggests that alcohol-free drinks may normalise or glamorise alcohol consumption, particularly for young or impressionable individuals and highlights how such products can convey the same social cues or status symbols associated with drinking alcohol. Participants highlighted a potential progression from non-alcoholic to alcoholic consumption, viewing alcohol-free products as gateway or preparatory experiences, especially for younger individuals, reinforcing that it’s still functionally the same kind of marketing.
Participants critiqued how the ‘0.0 %’ label on adverts is visually downplayed, often using colour or design choices that make it less noticeable. This suggests the alcohol-free messaging is not prominent, which could mean that the branding still functions as promotion for the main (alcoholic) product. Others suggested that they should use a different name to distinguish between alcohol products and no lo products
Should NoLo advertising be permitted
Despite these reservations, most participants believed that NoLo products were healthier than regular strength alcohol products and thought it was more acceptable for NoLo products to sponsor sports than regular strength alcohol brands.
However, others described feeling uneasy at having alcohol brands appear during sports events, even if they were advertising the NoLo version.
Finally, participants were asked if they thought NoLo sponsorship should be allowed. Some suggested that zero percent products should not be permitted to sponsor sporting events because it was not obvious they were not advertising alcohol.
The results suggest that older participants (particularly those aged 16–17) were more likely to recognise and critically interpret cynical marketing tactics such as alibi branding. This perception of deliberate efforts to circumvent regulations indicates a critical evaluation of marketing intent, which typically increases with age due to cognitive development and media literacy.
Meaning
This research shows that young people as young as eleven years old exhibit a high level of brand awareness, identifying logos from a range of industries including fast food, electronics, sportswear, and notably, alcohol. This early recognition serves as evidence of young people’s extensive exposure to marketing practices that may shape their perceptions and future consumption behaviours, particularly concerning alcohol.
The capacity of young people to recognise alcohol brands at a young age underscores the pervasive nature of marketing in their environments.
Within this study, sports sponsorship was cited as a major source of exposure to alcohol marketing with many participants stating that they see alcohol marketing most of the time when they watch live televised sports events. The repeated association of alcohol brands with popular sports teams, athletes, and emotionally charged events increases the salience of these brands and contributes to the normalisation of alcohol use, particularly among young people.
Participants were able to recall specific sponsorship deals between alcohol brands and various sporting organisations and teams which they have seen when watching sports such as football or rugby both in person and on television. Participants in this study displayed a sophisticated understanding of the subtle effects of being exposed to alcohol sponsorship and how this works on a subconscious level.
This research demonstrates how young people can identify alcohol brands through minimal visual cues. Participants were able to link specific colours, shapes, and fonts with alcohol brands even when the brand name was absent, suggesting deep-seated familiarity developed through repeated exposures in sport and media environments. Participants expressed concern that alibi marketing would be used to exploit loopholes in regulations.
The increasing presence of NoLo branding in sports sponsorship has raised concerns regarding brand confusion, particularly among younger audiences. Participants in this study struggled to identify NoLo advertising as something different from regular strength alcohol products. Although such products are often marketed as “healthier” alternatives or tools to encourage “responsible” alcohol use, the visual and branding continuity with their full-strength counterparts often leads to their misidentification as regular alcohol products. Participants pointed out that in some alcohol-free advertisements, the ‘0.0 %’ label is so subtly or aesthetically embedded in the design that it’s easy to overlook. As a result, the ad still functions like a traditional alcohol promotion, because the distinction between alcoholic and non-alcoholic is not made visually clear or prominent.
Addressing the issues of alibi marketing and NoLo sponsorship is crucial because branding often mirrors that of regular alcoholic products, reinforcing brand loyalty and normalising alcohol consumption, especially among young audiences.
Gender differences emerged in participants’ responses, particularly in relation to brand recognition and attitudes toward alcohol sponsorship in sport.
- Male participants were generally more likely to recognise and recall existing alcohol sponsorship arrangements, often naming specific brands or identifying them in relation to teams or events.
- In contrast, female participants were more likely to adopt a critical stance, questioning the appropriateness of alcohol being associated with sport and highlighting potential risks, especially in relation to younger audiences.
These differences may reflect broader gendered patterns in media consumption, sporting engagement, and the gendered nature of much alcohol marketing (Lyons et al., 2024) and suggest the need for further research exploring how gender shapes young people’s responses to sponsorship and commercial messages in sport.
The Scottish context presents a unique and critical lens through which to examine young people’s perceptions of alcohol marketing, particularly strategies such as alibi branding and NoLo promotion in sports sponsorship. Scotland has consistently demonstrated a strong public health commitment to addressing alcohol-related harm, most notably through pioneering measures such as Minimum Unit Pricing (MUP). This policy landscape signals to the public, including young people, that alcohol is not an everyday commodity, but a substance associated with health risks and subject to regulatory control.
At the same time, alcohol remains deeply embedded in aspects of Scottish culture, including sport, social events, and national identity. The coexistence of strong public health messaging with pervasive cultural normalisation of alcohol may generate conflicting messages for young people.
- On one hand, they are exposed to critical narratives about alcohol-related harm and regulatory efforts to mitigate it;
- On the other, they encounter alcohol branding through culturally significant events, particularly sports, where such marketing appears both commonplace and endorsed.
These tensions are particularly evident in ongoing policy debates, such as the Scottish Government’s, 2022 consultation on restricting alcohol advertising and promotion, which explicitly identified alcohol sponsorship as a risk factor for young people’s exposure (Scottish Government, 2022). The visibility of these debates in public discourse may foster greater awareness among young people of the regulatory controversies surrounding alcohol marketing. As a result, young people in Scotland may be more likely to critically interpret marketing tactics, especially those that appear covert or cynical, such as alibi branding, as deliberate attempts to circumvent regulation.
This heightened critical awareness was reflected in participants’ interpretations of sponsorship strategies as intentionally misleading, particularly when NoLo products mimicked the branding of full-strength alcohol. These findings underscore the importance of considering both structural (policy) and cultural (normative) influences when assessing the impact of marketing strategies on young people. Future interventions must account for these layered influences to design policies that are not only comprehensive but contextually resonant and effective in minimising alcohol-related harm among young people.
Conclusion
This research highlights the depth of alcohol brand awareness among young people, driven by consistent exposure to marketing. Sports sponsorship plays a central role, with young people frequently exposed to alcohol branding during televised and in-person sporting events. These associations with athletes and sports teams normalise alcohol use from an early age.
Marketing strategies such as alibi marketing further enhance brand awareness in young people, often without conscious awareness. Studies show that even in countries with advertising bans, these tactics allow brands to remain highly visible, shaping attitudes and consumption behaviours over time.
The growing presence of NoLo products in sports sponsorship exacerbates this issue by blurring distinctions between non-alcoholic and alcoholic beverages as branding remains largely consistent with their full-strength counterparts. This branding continuity risks reinforcing alcohol brand loyalty rather than promoting responsible alternatives.
To safeguard public health, especially among young people, more stringent regulations are needed, targeting indirect marketing tactics like alibi branding and restricting NoLo sponsorships in sport, to ensure that marketing does not undermine efforts to reduce alcohol-related harm.
Abstract
Alcohol companies frequently use sports sponsorship to maintain high visibility, even in jurisdictions with advertising restrictions. Strategies such as alibi marketing – using brand-associated slogans, colours, or fonts in place of explicit brand names, and NoLo marketing – promoting zero-alcohol variants of core brands, enable continued brand exposure. This study investigates young people’s awareness of alcohol sponsorship and their perceptions of alibi and NoLo marketing in sports contexts.
In December 2024, ten online focus groups (N = 44) were conducted with participants aged 11–17, stratified by age (11–13, 14–15, 16–17) and sex (male/female). Participants showed strong awareness of alcohol brands, with many recognising alibi sponsorships and associating them with full-strength alcohol products.
Alibi strategies were perceived as deliberate efforts to circumvent regulations. NoLo sponsorships were rarely identified as marketing for non-alcoholic beverages; instead, branding similarities to alcohol products led participants to view them as covert advertising. Many recommended clearer differentiation to avoid misleading messaging.
Findings highlight the pervasive impact of alcohol marketing on young people, even in partially restricted environments. Alibi and NoLo tactics sustain alcohol brand presence in sport, potentially normalising alcohol use and undermining policy efforts to reduce alcohol-related harm. These insights underscore the need for more comprehensive regulatory frameworks that address indirect marketing strategies and prioritise youth protection in sport sponsorship.