Individuals drinking before they reach 15 years of age are expected to become alcohol addicts when they reach adulthood. It is but safe to assume that the alcohol industry is looking into starting the habit on advertising for kids because they are always a good investment for the future.
This is the main reason why advertising campaigns and promotional tools are subconsciously directed to children, even though doing so is legally and morally incorrect.
The entire alcohol industry, including each and every business entity who benefits from them like bars, liquor shops, and clubs, are raking in millions of dollars on a yearly basis from the revenues generated by underage drinking. Furthermore, these same youth who had purchased a bottle of beer when they are 12 years old will come back to them until they are 25, as the binge drinking trends are seen to decrease as one enters responsible adulthood and hold down a job as a professional.
The success of a business mainly depends on how the market would patronize their product. And if underage drinking is a good demographic, it goes without saying that it should be capitalized on in order to generate substantial income not only today but in the near future.