Introduction of low alcohol content beer. A test of the addition-substitution hypothesis.

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Abstract
Regular users of a new low-alcohol-content beer produced in Ontario, Canada, were interviewed about their use of the beverage in 6 situations comparable to those depicted in advertisements accompanying the introduction of the product. According to data on the 46 men and 30 women in the sample, 6.8% of the use of the beer in these situations was additive, i.e., the beer was being drunk on an occasion at which formerly no alcoholic beverage was consumed. Most of this additive use occurred at dinner. Concern was expressed about the effect of advertising on the use of alcoholic beverages at meals, a continental practice that, it is claimed, will aggravate alcohol-related problems in North America.

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