Economic and demographic factors in U.S. alcohol demand: A growth-accounting analysis

During the 1980s, per capita consumption of absolute ethanol in the U.S. declined by 14 percent. In 1979, consumption was 2.94 gallons per capita compared to 2.52 gallons in 1989. The objective of this paper is to explain the decline in consumption, both for total ethanol and by beverage. The historical growth of ethanol demand is decomposed into several components, with emphasis on the role of relative prices, real income, and demographic factors. Using the Rotterdam model of a demand system, I first estimate the conditional demand for ethanol for each of the three beverages (beer, wine, distilled spirits). Second, I estimate the composite demand for total ethanol. Both sets of estimates are obtained using quarterly data for the period 1974–90. The estimates are tested for conformity with the theoretical restrictions of homogeneity, symmetry, and negativity. The decomposition analysis indicates a positive net effect for the combined impact of autonomous trend, real income growth, and relative price changes, both for total ethanol and each of the three beverages. The negative growth of per capita ethanol consumption is attributable to an increase in the proportion of the population aged 65 and over and a simultaneous decline in the proportion of the population aged 18–29.     

Alcohol consumption,censorship and misjudgement

In the study of the economic determinants of alcohol consumption, there is an under-appreciated issue of sample selectivity as consumption is often not fully observed. Sample selectivity involves ignoring consumption below a censorship cut-off level. This article estimates a demand system for beer, wine and spirits with and without allowance for selectivity. Then using a simulation approach, it examines the impact of misjudgement in the censorship level on the estimated demand parameters. A mean squared error (MSE) criterion is suggested for determining the appropriate censorship level.     

Economic and demographic factors in Australian alcohol demand

In the last two decades, total (pure) alcohol consumption in Australia has declined by about 31% and currently it is at the same level as it was in the 1950s. Australians consumed about 10 litres of pure alcohol per person in 1982 and now the level has declined to about 7 litres of pure alcohol per person. During the last four decades, per capita beer consumption has reached a peak of 140 litres in 1975 and has fallen to a low 93 litres in 1999; wine consumption has increased four-fold while spirits consumption has stayed around the same level. This paper, using the Australian consumption data for beer, wine and spirits for the period 1956–1999, aims to explain the change in consumption patterns of beer, wine and spirits by considering the effects due to changes in economic and demographic factors. The results show that while income and prices significantly influence the consumption patterns of alcohol, the increasing Australian elderly population also plays an important role.     

Cross-country alcohol consumption comparison: an application of the Rotterdam demand system

This paper analyses the consumption patterns of the three beverages beer, wine and spirits in nine countries, Australia, Canada, Finland, Japan, New Zealand, Norway, Sweden, the UK and the US, using the Rotterdam demand system. A cross-country comparison of the results shows that in most countries (i)wine consumption has grown at a fasteer rate than beer and spirits; (ii) the proportion of consumers' expenditure on alcohol is declining; (iii)beer is a necessity and spirits is a luxury; (iv)the demand for the three beverages is price inelastic; and (iv)all three beverages are pair-wise substitutes. We also investigated the hypothesis of identical parameters for all countries by pooling the data across countries and found that the data do not support the hypothesis.     

A censored system of cigarette and alcohol consumption

Many previous studies of US cigarette and alcohol consumption have focused on single equations. However, the addictive nature of consumption suggests that it is more appropriate to model these products as a system. We propose a two-step estimation procedure and apply the procedure to a system of equations for cigarette, beer and wine consumption. Results differ from those derived from an existing two-step procedure. Findings suggest that consumption of cigarettes, beer and wine is responsive to income changes but the elasticities are rather small. Personal physiques, education, age, race, ethnicity, health, gender, employment status, and regions also play significant roles in consumption.     

Empirical Regularities in Cross-Country Alcohol Consumption*

This paper analyses the demand for the three beverages: beer, wine and spirits, within alcohol, at a cross-country level for 10 countries: Australia, Canada, Finland, France, Japan, New Zealand, Norway, Sweden, the UK and the US. A number of empirical regularities were found at the cross-country level. This includes: (i) the demand theory hypotheses, homogeneity and symmetry are generally acceptable; (ii) the additive utility hypothesis is also acceptable even for such narrowly defined commodities; (iii) in nine out of the 10 countries, beer is considered as a necessity, in half of the countries wine is a necessity and in all the countries spirits are a luxury; and (iv)in all the countries, the demand for beer, wine and spirits are price inelastic.     

Re-examining the economic determinants of alcohol consumption in Canada: controlling for the presence of common correlated effects

Alcoholic beverages represent both an important source of revenue and a driver of expenditure for provincial governments in Canada. As a result, the pricing of alcoholic beverages has substantial public policy implications. In this context, we re-examine existing work estimating the demand for three classes of alcoholic beverage (beer, wine, and spirits) by controlling for common correlated effects. The results reveal that any conclusions regarding the government’s ability to influence alcohol consumption is sensitive to the assumption that the relationship between the demand for alcoholic beverages and economic variables is identical across provinces.     

ALCOHOL REGULATION AND DOMESTIC VIOLENCE TOWARDS CHILDREN

In recent years, economists have paid much attention to the demand for alcohol and the negative externalities associated with excessive drinking. Largely ignored in the literature is the link between alcohol use and domestic violence. Given the established positive relationship between alcohol consumption and acts of violence, the purpose of this paper is to examine the role that changes in the determinants of the demand for alcohol may play in reducing the incidence of violence aimed at children. Data on violence come from the 1976 Physical Violence in American Families survey. We estimate a model in which violent outcomes are affected by the state excise tax rate on beer; illegal drug prices, and other regulatory variables such as availability measures and laws restricting the advertising of alcohol. Results show that increasing the tax on beer can be an effective policy tool in reducing violence. Laws designed to make obtaining beer more difficult also may be effective in reducing violence, while restrictions on advertising and increases in illegal drug prices have no effects.     

Economic determinants of the consumption of alcoholic beverages in Canada: a panel data analysis

In this article, the economic determinants of the demand for three alcoholic beverages (wine, spirits, and beer) are investigated with a focus on the price, income and unemployment effects. The investigation is conducted within the fixed effects panel regression framework using a balanced panel for ten Canadian provinces spanning the years 1981–2004. The estimated own price elasticities indicate that increased government taxation is an effective tool for curtailing the consumption of spirits (at the expense of lower government tax revenue), but it is less effective for curtailing the consumption of wine or beer. The cross-price elasticity estimates reveal that taxing beer or spirits may not be an effective tool for encouraging consumption switch from these alcoholic beverages to wine in light of wine’s greater health benefits. Income emerges as an important determinant of the consumption of both wine and spirits but not of beer, whereas unemployment emerges as an important determinant of the consumption of beer but not of wine or spirits. With respect to unemployment, we find no support for the addiction hypothesis in the case of wine and spirits and strong support for the severe budget constraint hypothesis in the case of beer.     

State monopolies and alcoholic beverage consumption

Fifteen states have state monopolies to regulate the retail distribution of distilled spirits or wine. One objective of state ownership is the reduction of consumption. However, previous research supports both no effect and a negative effect of state monopoly (control) states on consumption.Using improved data on prices, this paper provides a mixture of classical and Bayesian estimates of beverage-specific demand functions. The analysis is carried out at the state level for the year 1982. Independent variables include the real own-price, substitute prices, income, tourism activity, religious sentiment, youth proxy, and several regulatory measures including monopoly control, bans on price advertising, minimum legal drinking age, and restrictions on the number and type of retail outlets.The results indicate no direct effect of monopoly control on consumption that is separate from effects manifested by higher prices or, for beer, limited outlets. Furthermore, average prices are not significantly greater in the monopoly states. Several possible explanations are advanced to explain these results, including the likelihood that the higher transaction costs in the monopoly states are a tax on consumption of alcohol.     

Food and beverage television advertising exposure and youth consumption,body mass index and adiposity outcomes

This study examines the relationships between exposure to food and beverage product television advertisements and consumption and obesity outcomes among youth. Individual‐level data on fast food and soft drink consumption and body mass index (BMI) for young adolescents from the Early Childhood Longitudinal Study, kindergarten cohort, (1998–1999) and adiposity measures for children from the US National Health and Nutrition Examination Survey (2003–2004) were combined with designated market area (DMA) Nielsen media advertising ratings data. To account for unobserved individual‐level and DMA‐level heterogeneity, various fixed‐ and random‐effects models were estimated. The results showed that exposure to soft drink and sugar‐sweetened beverage (SSB) advertisements is economically and statistically significantly associated with higher frequency of soft drink consumption among youth even after controlling for unobserved heterogeneity, with elasticity estimates ranging from 0.4 to 0.5. The association between fast food advertising exposure and fast food consumption disappeared once we controlled for unobservables. Exposure to cereal advertising was significantly associated with young adolescents' BMI percentile ranking, but exposures to fast food and soft drink advertisements were not. The results on adiposity outcomes revealed that children's exposure to cereal advertising was associated with both percent body fatness and percent trunk fatness; fast food advertising was significantly associated with percent trunk fatness and marginally significantly associated with percent body fatness; and exposure to SSB advertising was marginally significantly associated with percent body and trunk fatness. The study results suggest that continued monitoring of advertising is important and policy debates regarding the regulation of youth‐directed marketing are warranted.     

Cross-section estimation of US demand for alcoholic beverage

A flexible limited dependent variable model is used to examine US demand for alcoholic beverage. Parameterization and distributional assumptions of the double hurdle model (Cragg, 1971) and tobit model (Tobin, 1958) are rejected. Findings suggest that price, income, household composition and other characteristics have significant effects on alcohol consumption. Income and own-price elasticities are significant but relatively small.     

Alcohol-related crashes and alcohol availability in grass-roots communities

This paper employs a unique panel data from 111 small non-metropolitan incorporated cities in California during a 108 month period from January 1981 to December 1989 in order to analyse the effect of alcohol availability on highway safety. Negative binomial regression models are estimated which include alcohol licences per square mile as a measure of alcohol availability. Theoretically, the sign of the alcohol licence density is indeterminate as it reflects a trade-off of its effect on traffic exposure and on the time price alcohol. Among the findings, increases in the density of general alcohol licences for off-site (on-site) alcohol consumption are beneficial (detrimental) to highway safety whereas increasing the density of beer/wine licences have non-uniform effects. Additional findings important to municipal policymakers are that DUI arrests and increasing the price of alcohol reduce alcohol-related crashes.     

ALCOHOL ADVERTISING IN MAGAZINES: DO BEER,WINE, AND SPIRITS ADS TARGET YOUTH?

In 2003, the alcohol beverage industry spent more than $1.6 billion on advertising, including $394 million on ads in magazines. Critics allege that these activities target adolescents. This article examines count data for alcohol ads placed in 28 magazines in 2001–03. Specifying a demand function for advertising space, regressions are estimated that are conditioned on magazine characteristics and readership demographics, including the percent of youth in the audience. The explanatory variables include real prices of advertisements and audience size. Results indicate significant effects for price, audience size, and adult demographics, but fail to support claims that advertisers target youth. ( JEL L82, L66, M37)     

Alcohol consumption and alcohol advertising bans

The purpose of this paper is to empirically examine the relationship between alcohol advertising bans and alcohol consumption. Most prior studies have found no effect of advertising on total alcohol consumption. A simple economic model is provided which explains these prior results. The data set used in this study is a pooled time series of data from 20 countries over 26 years. The empirical model is a simultaneous equations system which treats both alcohol consumption and alcohol advertising bans as endogenous. The primary conclusions of this study are that alcohol advertising bans decrease alcohol consumption and that alcohol consumption has a positive effect on the legislation of advertising bans. The results indicate that an increase of one ban could reduce alcohol consumption by 5% to 8%. The alcohol price elasticity is estimated at about 0.2. The results suggest that recent exogenous decreases in alcohol consumption will decrease the probability of enactment of new bans and undermine the continuance of existing bans. Canada, Denmark, New Zealand and Finland have recently rescinded alcohol advertising bans. Alcohol consumption in these countries may increase or decrease at a slower rate than would have occurred had advertising bans remained in place.     

The demand for alcohol in the United Kingdom

Using the AIDS model, we show that there exists for the UK a stable long-run relationship between expenditure shares on beer, cider, spirits and wine, alcohol prices, total alcohol expenditure and a range of non-economic variables relating to advertising, licensing, the employment, social class and demographic characteristics of consumers, and climate. Our estimates of key price and income elasticities generally lie between those found from other time-series studies (which exclude most of these non-economic variables) and those found from cross-section studies (which generally include them). However, the restrictions required for separability, homegeneity and symmetry (although not those for perfect price aggregation) are decisively rejected.     

Measuring and testing advertising-induced rotation in the demand curve

Advertising can rotate the demand curve if it changes the dispersion of consumers’ valuations. We provide an elasticity form measure of the advertising-induced demand curve rotation in five demand models and test for its presence in the US nonalcoholic beverage market. The Almost Ideal Demand System (AIDS) model reveals that doubling advertising spending rotates the demand curves clockwise for milk, and coffee and tea with associated slope changes of 7 and 12%. Soft-drink advertising rotates its demand curve counterclockwise. Our policy suggestion is that milk and soft-drink firms time advertising to coincide with high-and low-price periods, respectively.     

ADVERTISING RESTRICTIONS, COMPETITION, AND ALCOHOL CONSUMPTION

Distilled spirits producers recently voted to eliminate their voluntary ban on broadcast advertising. The ban received public support because of the high social cost associated with alcohol consumption and the belief that advertising promotes alcohol consumption and abuse. In spite of this belief, the empirical evidence indicates that advertising has no significant effect on the market demand for distilled spirits. This evidence has led many policy economists to conclude that eliminating the ban will have no effect on alcohol consumption. The purpose of this research is to show that this conclusion is incorrect because it ignores the fact that advertising restrictions may affect industry competition as well as market demand.     

An almost ideal demand system for alcoholic beverages in British Columbia

An almost ideal demand system for alcoholic beverages in British Columbia is estimated based on five beverage categories. Estimates of the model unrestricted and restricted to satisfy homogeneity and symmetry are presented. The restrictions are tested: as is common in applied demand analysis a number of rejections are encountered, although within-equation tests tend to support homogeneity. The rejections which are encountered are not mitigated by the inclusion of dynamic elements. The Slutsky matrix is used to examine the concavity of the expenditure function, which is found to be mildly violated. Marshallian and Hicksian own-, cross-price, and income elasticities are calculated and are found to be largely consistent with previous findings, although some noteworthy results are obtained.     

Another look at the identical tastes hypothesis on the analysis of cross-country alcohol data

A number of studies have appeared in the area of cross-country consumption comparisons, where a common system of demand equations is used to model the consumption patterns of all countries. Under this approach, tastes are taken to be the same internationally. Such an assumption of identical tastes was forcibly advocated by the dual Nobel laureates, Stigler and Becker, who argued that tastes neither change capriciously nor differ importantly between people. In this paper, we use the system-wide approach to demand analysis to analyse the alcohol consumption patterns of drinkers from 10 high-income industrialised countries and verify Stigler and Becker’s (Rev Econ Statist 59:113–118, 1977) hypothesis by testing whether pooling the data across countries is acceptable. We also present the implied demand elasticities for beer, wine and spirits for the 10 countries and discuss the use of these elasticities in policy-related applications.