Objective. We characterized leading YouTube videos featuring alcohol brand references and examined video characteristics associated with each brand and video category.Method. We systematically captured the 137 most relevant and popular videos on YouTube portraying alcohol brands that are popular among underage youth. We employed an iterative process to codebook development. We coded variables within domains of video type, character socio-demographics, production quality, and negative and positive associations with alcohol use.All variables were double coded, and Cohen's κ>0.80 for all variables except age, which was eliminated.Results. There were 96,860,936 combined views for all videos. The most common video type was -traditional advertisements,‖ which comprised 40% of videos. Of the videos, 20% were -guides‖ and 10% focused on chugging a bottle of hard liquor. While 95% of videos featured males, 40% featured females. Alcohol intoxication was present in 19% of videos. Aggression, addiction, and injuries were uncommonly identified (2%, 3%, and 4%, respectively), but 47% of videos contained humor. Traditional advertisements represented the majority of videos related to Bud Light (83%) but only 18% of Grey Goose and 8% of Hennessy videos. Intoxication was most present in chugging demonstrations (77%), while addiction was only portrayed in music videos (22%). Videos containing humor ranged from 11% for music-related videos to 77% for traditional advertisements.