NBC liquor ads may put a lid on "malternatives"
The TV station NBC’s decision to accept some spirits advertising may upset some viewers by opening the door to similar ads, but, potentially paradoxically, also may help quash the potentially explosive growth of "malternatives" that are so hot with younger drinkers.
The malt-beverage craze, which skyrocketed with "Smirnoff Ice", "Mike’s Hard Lemonade" and other brands, has created so much buzz and taken enough volume from light beers that traditional brewers have been considering their own products in an attempt
to recapture some volume. They’ve also spawned something of an uproar because their sweet taste has wide appeal with underage drinkers.
Smirnoff, in particular, has had an aggressive TV advertising budget..
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