Credit: Rutgers Center of Alcohol & Substance Use Studies PISCATAWAY, NJ - Underage youth consumed $17.5 billion worth, or 8.6 percent, of the alcoholic drinks sold in 2016. Products from three alcohol companies--AB Inbev, MillerCoors and Diageo--accounted for nearly half of youth consumption, according to a new study published in the Journal of Studies on Alcohol and Drugs. Data collected in a landmark study of youth alcohol consumption by brand enabled the authors to calculate the first estimate in nearly 20 years of the monetary value of youth alcohol consumption. And for the first time, they were able to attribute those revenues to specific companies.