Brand Sharing and New Drinking Occasions: A Content Analysis of How Alcohol Brands in Australia and Aotearoa New Zealand Promote Zero Alcohol Products

ABSTRACT Introduction The rapid expansion of zero alcohol products (ZAP) and associated marketing is of increasing public health interest. Investigating marketing approaches can provide insights to inform policy responses to this emerging issue. Methods We conducted a content analysis of marketing campaigns by alcohol‐branded ZAPs in Australia and Aotearoa New Zealand (NZ). We used publicly available information to systematically: (i) identify alcohol‐branded ZAPs available in each country; (ii) collect information about marketing campaigns for each product; (iii) collect marketing assets; and (iv) identify campaign marketing strategies. The coding frame incorporated a combination of deductive (based on existing literature) and inductive codes. Results We identified 13 alcohol‐branded ZAPs in Australia and six in NZ that were promoted in 20 and 10 marketing campaigns, respectively, between 2018 and 2024. Mateship/friendship was the most common strategy, present in 80% of campaigns. Almost two‐thirds of all campaigns (63%) promoted the product in the context of new drinking occasions (e.g., at the gym, while driving). Benefits of ZAP use included providing choice of a viable alcohol alternative (73% of campaigns), taste (47%), fitness/health (27%) and productivity (23%). Discussion and Conclusions This study provides evidence from Australia and NZ of alcohol‐branded ZAP marketing campaigns promoting novel drinking occasions, adding to concerns raised by public health professionals. Stronger community protections for alcohol marketing, including marketing of ZAPs that share branding with alcoholic products, are warranted. Established alcohol brands appear to be using ZAP marketing campaigns to also promote alcohol branding in new drinking contexts.