TABLE 3.

Top Brands in Terms of Underage Youth Consumption and Disproportionate Underage Youth Consumption^a

Brand	Type	Youth prevalenceb	Youth market sharec	Prevalence ratio, 18–20 vs. 21+d	Market share ratioe
Smirnoff Malt Beverages	FAB	17.0	2.9	2.0	6.7
Jack Daniel’s Whiskeys	Bourbon	11.5	1.6	1.2	2.0
Mike’s Malt Beverages	FAB	10.8	1.9	1.7	4.4
Absolut Vodkas	Vodka	10.1	1.3	1.7	1.7
Heineken	Beer	9.7	1.8	1.7	1.6
Bacardi Malt Beverages	FAB	8.0	0.9	2.2	8.0
Grey Goose Vodkas	Vodka	6.7	1.8	1.8	3.2
Malibu Rums	Rum	6.3	0.7	2.2	2.6
Keystone Light	Beer	6.0	2.0	3.5	1.6
Patron Tequilas	Tequila	5.5	0.6	1.5	2.1
Corona Extra Light	Beer	5.2	2.2	1.7	9.3
Jack Daniel’s Cocktails	FAB	4.4	1.0	1.3	43.8
Burnett’s Vodkas	Vodka	3.3	0.5	1.9	1.9
Bud Ice	Beer	2.9	0.6	1.5	1.7
Natural Ice	Beer	2.2	1.6	1.7	2.3

Note. FAB = Flavored alcoholic beverages

^aList of brands, ordered by 30-day prevalence among underage youth drinkers (Youth Alcohol Brand Survey, 2012), meeting the following criteria: (1) youth prevalence > 2.0%; (2) youth market share > 0.4%; (3) underage youth/adult prevalence ratio > 1.2; and (4) youth/overall market share ratio > 1.5

^bPrevalence of past 30-day consumption among youth drinkers, ages 13–20, based on the Youth Alcohol Brand Survey, 2012

^cMarket share by volume (in terms of number of standard drinks consumed in the past 30 days) for youth drinkers (ages 13–20), based on the Youth Alcohol Brand Survey, 2012

^dRatio of consumption prevalence among youth drinkers (ages 18–20) to consumption prevalence among adult drinkers (21+), based on the MRI Survey of the Adult Consumer, 2010–2012

^eRatio of youth market share (see footnote “c”) to overall market share, based on Impact Databank’s 2010 report on wholesale alcohol shipments