Table 2.
Binge drinking1 characteristics among top 25 youth alcohol brands based on binge drinking prevalence, past 30 days, Youth Alcohol Brand Survey, 2012
| Rank/Brand | Type of Alcohol | Binge Prevalence, All Youth2 (95% CI) | Binge Prevalence, Product Consumers3 | Proportion of Binge Reports4 (%) | Binge Reports: Market Share Ratio5 |
|---|---|---|---|---|---|
| 1. Bud Light | Beer | 13.5 (10.1–17.0) | 48.6 | 6.0 | 0.94 |
| 2. Jack Daniel’s bourbons | Bourbon | 7.0 (3.9–10.0) | 60.9 | 3.1 | 1.94 |
| 3. Smirnoff malt beverages | FAB | 6.8 (4.0–9.5) | 40.0 | 3.0 | 1.00 |
| 4. Budweiser | Beer | 6.5 (4.0–9.0) | 44.4 | 2.9 | 0.97 |
| 5. Coors Light | Beer | 6.1 (3.3–8.9) | 48.0 | 2.7 | 1.35 |
| 6. Smirnoff vodkas | Vodka | 5.6 (3.2–8.1) | 44.2 | 2.5 | 1.79 |
| 7. Corona Extra | Beer | 5.0 (2.8–7.2) | 44.1 | 2.2 | 1.10 |
| 8. Captain Morgan rums | Rum | 4.5 (2.2–6.8) | 43.2 | 2.0 | 1.43 |
| 9. Heineken | Beer | 4.5 (2.2–6.8) | 46.0 | 2.0 | 1.11 |
| 10. Bacardi rums | Rum | 4.4 (2.3–6.5) | 47.3 | 2.0 | 1.54 |
| 11. Four Loko | FAB | 3.5 (2.0–5.0) | 57.8 | 1.6 | 1.78 |
| 12. Mike’s | FAB | 3.4 (1.9–5.0) | 31.8 | 1.5 | 0.79 |
| 13. Keystone Light | Beer | 3.3 (1.1–5.5) | 55.2 | 1.5 | 0.75 |
| 14. Grey Goose vodkas | Vodka | 3.0 (1.1–4.8) | 43.9 | 1.3 | 0.72 |
| 15. UV vodkas | Vodka | 3.0 (1.5–4.4) | 57.9 | 1.3 | 1.63 |
| 16. Miller Lite | Beer | 2.8 (1.4–4.1) | 36.9 | 1.2 | 0.52 |
| 17. Jose Cuervo tequilas | Tequila | 2.7 (1.5–3.9) | 33.7 | 1.2 | 1.33 |
| 18. Patron tequilas | Tequila | 2.7 (0.9–4.5) | 48.8 | 1.2 | 2.00 |
| 19. Bacardi malt beverages | FAB | 2.6 (1.2–4.0) | 32.4 | 1.2 | 1.33 |
| 20. Natural Light | Beer | 2.3 (0.4–4.3) | 58.5 | 1.0 | 0.48 |
| 21. Barefoot wines | Wine | 2.3 (0.8–3.7) | 51.6 | 1.0 | 0.77 |
| 22. Hennessy cognac | Cognac | 2.2 (0.6–3.8) | 38.7 | 1.0 | 2.50 |
| 23. E & J Gallo brandy | Brandy | 2.2 (0.5–3.8) | 77.1 | 1.0 | 2.50 |
| 24. Jack Daniel’s cocktails | FAB | 2.1 (0.9–3.3) | 47.9 | 0.9 | 0.90 |
| 25. Malibu rums | Rum | 2.1 (0.6–3.6) | 33.7 | 0.9 | 1.29 |
Notes:
Binge drinking (heavy episodic drinking) was defined having had 5 or more drinks (males) or 4 or more drinks (females) at least once in the past 30 days.
The percent of the entire youth sample who reported binge drinking at least once with a particular brand.
Percent of youth who consumed a particular brand who reported binge drinking with it.
Each youth who reported binge drinking one or more times with a particular brand constituted a binge drinking report; youth could report binge drinking with multiple brands. The proportion of binge reports is the number of binge reports for a brand divided by the total number of binge reports for the entire youth sample.
This ratio is the proportion of binge reports accounted for by a particular brand divided by its overall market share (i.e., percent of all drinks consumed) among the entire youth sample. A ratio of > 1.0 means that for a particular brand the number of binge drinking reports is disproportionately large relative to that brand’s market share.