Trends in alcohol marketing New products Digital marketing Alcohol as a health food Stakeholder marketing.

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Presentation transcript:

Trends in alcohol marketing New products Digital marketing Alcohol as a health food Stakeholder marketing

Like other products, selling alcohol as a health food –All natural, organic etc. –“Functional” food – fitness friendly –Diet drink –Particularly targeted at women

All natural and organic

Food & Natural Claims Beer * Natural junk foods Calories in one serving: 150 (90 fat) 10 grams of fat, 150 mgs sodium

Natural vodka

Natural beer

Vodka from soy – gluten-free!

Organic tequila

Natural tequila

Natural “binge in a can”

“Binge in a can” with natural Brazilian healing powers

Fitness friendly

A personal trainer from Holland

Antioxidant beer

“Beer plus” – a smart choice

Beer as the “fountain of youth”

“Full speed” beer

Sports celebrity spokespersons

Sports sponsorships

A diet drink

Food company “nutri-washing” Beer * PEPSICO

A “smart choice” beer – only 95 calories

Even the can is slim

No carbs – even better

No carbs – no question

But for public health, there are questions Marketing alcohol as a health food confuses the public –Illegal under U.S. law to make any health claims –Alcohol and health situation complex – advertising only and overwhelmingly shows one side of the story –Masks the complex relationship between drinking and obesity, diabetes and other health conditions

Solutions? Warning labels? –Warnings cannot counter the weight of the advertising –48% of AMRO countries have warnings on ads and on containers –Warnings quickly become invisible