Spirits Trade Groups Update Advertising Guidelines Post-Census

DISCUS, the American Craft Spirits Association, and the American Distilled Spirits Alliance have updated their advertising guidelines, based on the results of the 2020 U.S. Census. With the latest national demographic information indicating that 73.8% of the U.S. population is now 21-years-old or older, the new advertising guideline recommends that spirits ads only be placed in media outlets where 73.8% of the audience can be expected to be over 21.

The previous demographic standard was 71.6% 21+, which was grounded in the 2010 Census data. “In keeping with our longstanding commitment to responsible advertising, this new demographic percentage will apply prospectively to all new purchases of advertising and marketing for distilled spirits products,” said Chris Swonger, president and CEO of DISCUS.

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