Spirits advertising and marketing should be placed in media only where at least 73.8%of the audience is reasonably expected to be above the legal purchase age (21+).

That's the new standard adopted by three spirits industry trade organizations following release of new 2020 U.S. Census date, which showed 73.8% of the U.S. population is 73.8 years old or older.

The previous demographic standard was 71.6 percent 21+ which was grounded in the 2010 Census data. The Distilled Spirits Council of the United States (DISCUS), American Craft Spirits Association (ACSA) and American Distilled Spirits Alliance (ADSA), national trade associations representing the distilled spirits industry, increased the adult demographic placement standard in their respective advertising and marketing codes to reflect the 2020 U.S. Census data.

“The census is the most comprehensive survey of the current demographics of the U.S. population and provides a sound, fact-based measure for spirits companies to make advertising placement decisions,” said DISCUS President/CEO Chris Swonger. “In keeping with our longstanding commitment to responsible advertising, this new demographic percentage will apply prospectively to all new purchases of advertising and marketing for distilled spirits products.”

Margie A.S. Lehrman, CEO of ACSA, said, “As spirits producers, we have long prioritized the importance of responsible marketing practices, and rely heavily on U.S. Census data to ensure we are marketing exclusively to an adult audience. This new data will ensure we continue to do just that."