The beer commercials are actually quite a bad example in this case: Coca Cola certainly don't spend billions a year to reach people unfamiliar with their bevera

The beer commercials are actually quite a bad example in this case: Coca Cola certainly don't spend billions a year to reach people unfamiliar with their beverages. Beer companies do. A major target market for alcohol is those either underage or just starting drinking. Habits and personally preferences are frequently set very early on - Superbowl beer commercials may be designed for press, but a significant bulk of advertising money is spent by beer companies to convince people who have just started drinking that their brand is the right brand.