Let the Children Speak
Figures published today reveal that 10 and 11 year olds are more familiar with beer brands than cake and other snacks. A study of 400 children showed that 79% correctly identified Carlsberg as an alcoholic drink, compared to only 74% who knew Ben & Jerry’s was an ice cream brand.
Even worse, only a measly 41% picked out Mr Kipling as makers of exceedingly fine cakes. This is in stark contrast with the 79% who recognised the Smirnoff logo and the 75% who recognised the characters from the Fosters adverts.
A spokesman for puritanical, fake-charity Alcohol Concern, who commissioned the research, wagged his finger and prophesised the end of all days. Or something very like that.
Frankly, though, I am shocked by this research. Where are the Mild and Bitters? Real ale doesn’t seem to figure at all. And what, no Brewdog? At that age, I knew all the local brewers and the ABV of all their products. Where did it all start to go so wrong?