Pretty Good Odds (for the Alcohol Industry)

From a pure marketing standpoint (ignoring any pesky ethical concerns), the continuing sponsorship of the World Series of Poker by Milwaukee’s Best Light (the subpremium rung on the Miller ladder of products) makes perfect sense.

Pathological gamblers are 23 times more likely than those without the problem to be alcohol-dependent (Welte, et al., 2001).

And alcohol-dependent (as well as alcohol abusing) individuals are the lifeblood of the alcohol industry, considering that:

1. The top 2.5% of drinkers are responsible for 25% of the nation’s total self-reported alcohol consumption; the top 5% account for 42%; and, the top 20% of drinkers account for 87% (Greenfield & Rogers, 1999).

2. “Beer drinking accounts for most of the hazardous alcohol consumption reported in the United States” (Rogers & Greenfield, 1999).

With that in mind, expect more alcohol company sponsorship of gambling events in the near future.

References:

Greenfield, T.K. & Rogers, J.D. (1999).  Who drinks most of the alcohol in the U.S.? The policy implications. Journal of Studies on Alcohol, 60(1), 78-89.

Rogers, J.D. & Greenfield, T.K. (1999).  Beer drinking accounts for most of the hazardous alcohol consumption reported in the United States. Journal of Studies on Alcohol, 60(6), 732-739.

Welte, J., Barnes, G., Wieczorek, W., Tidwell, M.C., & Parker, J. (2001). Alcohol and gambling pathology among U.S. adults: Prevalence, demographic patterns and comorbidity. Journal of Studies on Alcohol, 62(5), 706-712.