Alibi marketing? Surrogate marketing? Brand sharing? What is the correct terminology to discuss marketing for alcohol‐free and low‐alcohol products which share branding with regular strength alcohol products?

The article discusses the important distinction between and policy implications of alibi marketing and surrogate marketing of alcohol-free and low-alcohol products. Topics covered include the absence of the core brand name in alibi marketing, and the suggested labeling of core-branded alcohol-free and low-alcohol products as surrogate marketing or brand sharing with the regular-strength brands. Also noted is the possible marketing co-existence of these two alcohol product types.