Note that although one serving of conventional beer is generally considered to be 12 ounces, higher alcohol content changes the meaning of serving size. Wechsler et al. Place strategies determine where alcohol is sold, served, and consumed. For example, beginning in the early 1980s, the sale of alcohol in gas stations increased. In recent years, local communities have acted to prohibit the sale of alcohol and gasoline in the same location.
Price refers to marketers' tailoring of prices to fit the target consumer group.
Within each alcohol beverage category, products range from very inexpensive to expensive, depending on the target audience. In the case of malt liquor and fortified wines, which are often marketed in low-income communities, price refers to discount pricing. In the case of malt liquor, advocates may be concerned with advertisements which specifically target youth and low-income communities of color. Malt liquor companies, particularly St. Ides, regularly use ads featuring African-American rap artists whose main audience is young people, and many of these ads contain violent imagery. Allen-Taylor also found that Latino communities in San Jose, California, are being explicitly targeted by malt liquor advertising, that malt liquor is cheap and widely available in those communities, and that teenagers can easily buy malt liquor in local alcohol outlets.