EXPLORING LOW ALCOHOL BEER CONSUMPTION AMONG COLLEGE STUDENTS: IMPLICATIONS FOR DRUNK DRIVING

When given a blind taste test prior to a party, 137 college students showed no clear prefernce for Budweiser, Bud Light, or low-alcohol (LA) beer, but later (when it was possible to choose between drinking Budweiser, Bud Light, or LA beer) they drank significantly less LA beer. it is concluded that without improved marketing intervention, LA beer will not decrease drunk driving among college students.