Some 80 million adult Americans drink beer, and they do so responsibly. A sizable portion of those responsible beer drinkers are minorities, and they are therefore a legitimate group to which America's brewers market their products. America's brewers have long acknowledged and valued this cultural diversity and were among the first industries to feature African-American actors in their advertising. Still, there are some people who, because of their opposition to all alcohol consumption, criticize specialized advertising for specific consumer segments. A significant body of research shows no link between advertising and alcohol abuse. If advertising were meant to create new drinkers or generate increased consumption, it has been a failure. Over the past decade, advertising expenditures by the brewing industry have dramatically increased, but the per capita consumption of alcohol has remained level. Advertising is most effective in influencing brand choice among those who already drink. Those who posit a direct link between alcohol advertising and alcohol consumption among minorities imply that African- Americans are unable to view a television ad or read a billboard and make their own decision about alcohol use.