In Nigeria, many alcoholic beverage companies conduct annual talent search competitions such as Gulder Ultimate Search and Star Quest to enhance the sales of their products. This study examined the potential effects of talent hunt programmes on the drinking behaviours of young individuals. A cross-sectional survey approach was employed, and four hundred and thirty-four young adults from three universities in Southern Nigeria were selected using purposive sampling. A self-developed questionnaire was employed to collect data for the study. The results indicated that a substantial proportion, 119 (27.8%), of these young individuals would be inclined to consume alcohol for the first time if it were a prerequisite for participating in any talent hunt event. The primary motivators for many young individuals are monetary rewards, notoriety, and exploration. Many students, 180 (41.5%), would engage due to the "prize to be won," while 89% are motivated by the prospect of fame.

The study advocated policy measures to preserve the rights and health of young individuals participating in competitions organised by Alcohol Beverage Companies.