Racial and ethnic minorities, especially those living in African-American communities, are likewise exposed to targeted alcohol beverage advertisements (Wilson and Till 2012). African Americans account for 13 percent of the U.S. population, but they purchase 67 percent of all malt liquor sold (Miller Brewing Company 2000). Malt liquor generally has higher alcohol content, is less expensive, and is sold in larger volumes than other beers and ales, and African Americans are exposed to more malt liquor advertisements than other groups. Billboards and other advertisements for malt liquor are disproportionately found in neighborhoods with higher percentages of African Americans, and rap music lyrics frequently mention malt liquor (Herd 2013; McKee et al. 2011). When examining alcohol advertising in newspapers, Cohen and colleagues (2006) found that there were more alcohol-related ads in newspapers targeted to African-American readers compared with newspapers with a more general readership. Kwate and Meyer (2009) found a correlation between problem drinking among African-American women and exposure to alcohol advertisements, suggesting that as ad exposure increased, so did alcohol consumption.
