Big Alcohol knows young people are losing interest in alcohol. But Big Alcohol’s profit margins depend on hooking young people to their products early, to groom lifelong heavy alcohol consumers. So they have begun to zero in on a group that had so far been ignored by Big Alcohol: young Asians.
The most recent Big Alcohol push is the “I Rise, We Rise” campaign by Chivas Regal partnering with popular K-pop star Lisa.
In her opinion piece, Tharaka delves into the campaign breaking down what Chivas and Pernod Ricard are trying to accomplish with this marketing ploy and how it affects young people and women. She exposes the hypocrisy and unethical nature of this campaign which pursues profits in the pretense of promoting success, hard work, and other positive values.
Tharaka also reveals the larger context of Big Alcohol’s aggressive targeting of young Asians.
The article exposes how Big Alcohol marketing campaigns thwart the true spirit, success, health and rights of young people in the greedy pursuit of mega-profits.
Young people, specifically in the western world, are staying alcohol-free longer, become more sober curious, health and sustainability conscious, and are thus increasingly ditching the booze. This is good news for the youth’s health and well-being and thus, the world’s future. But Big Alcohol is frightened, because it means loss of profits. That is why Big Alcohol is now going after young people in Asia.
This Special Feature reveals Big Alcohol’s strategy of exploiting popular culture to target young Asians.