Welcome to the latest edition of carefully curated alcohol policy news, latest scientific highlights, and brand-new stories about the predatory practices of the alcohol industry.
This week’s special feature is a deep dive into alcohol marketing in sports, with three case studies of how the alcohol industry uses sports to reach its goals.
The newsletter also includes the best episodes of our Alcohol Issues Podcast. And we share five upcoming event alerts.

Alcohol Issues Newsletter July 25 – July 29, 2022

This week’s Alcohol Issues highlights

  • Pass the Bill! New Zealand Communities Campaign for Alcohol Policy Improvements.
  • How even low dose alcohol use leads to cognitive decline.
  • Exposed: Big Alcohol Propaganda Reaches Dutch Doctors.

This week’s most popular stories

  • New Report Exposes Unprecedented Big Alcohol Influence on French President Macron.
  • How Alcohol Use During Adolescence Predicts Alcohol Problems in Adulthood.
  • Undoing the alcohol norm: Almost half of German young adults live alcohol-free.

Special Feature – No. 24

Alcohol Marketing in Sports

How Big Alcohol Uses Sports to Reach Youth and Drive Product Sales

Alcohol marketing is widespread globally and a structural element of the alcoholic beverage industry.

In this Special Feature about alcohol marketing in sports, we share state-of-art scientific evidence as well as case stories of three world sports where alcohol advertising and sponsorship is pervasive.

Advertising expenditures are high and advertising is widespread. The aggressive investments in alcohol marketing, for example sports sponsorship, generates high profits per dollar invested for Big Alcohol companies, relative to other industries.

While this is highly profitable for the alcohol industry, alcohol marketing is also highly harmful for people and communities, especially for children and youth.

The alcohol industry has always been pursuing sports sponsorship to increase brand awareness, link their brands and products with the heroics and physical performance of sports, and to drive sales of their products.

Other than reaching thousands and even millions of sports fans, this strategy allows alcohol giants to specifically reach a younger audience, and align their products with the attributes of elite sports – disguising that their products are harmful. This is key for the alcohol industry to produce future, brand-loyal consumers and thus, ensure profit maximization.

Big Alcohol companies have been amping up their sports sponsorship in recent years, specifically targeting women’s sports increasingly.

Heineken got caught promoting heavy alcohol use at the Gold Cycle Race in the Netherlands. The Dutch Institute for Alcohol Policy, STAP, raised the complaint after an oversized beer glass was presented to the winner of the Amstel Gold cycle race on the podium last spring.
The race is sponsored by the Heineken brand Amstell. In the final ceremony Heineken “awarded” a massive beer glass to the first place winner. He was seen sharing it with the other winners. Such practices violate the Dutch Advertising Code.

Exposure to alcohol advertising and sponsorship when watching sport has a long-term effect on people’s alcohol use.

In this Special Feature, we share stories of three world sports where alcohol advertising and sponsorship is pervasive.

Evidence from Rugby shows how the alcohol industry is exploiting major competitions and how this pays off in sales and profits.

Different sport, similar story: in American Football – where the Super Bowl is one of the biggest events on the planet every year – the alcohol industry has found another sport to promote their brands and reach young audiences.

And football, the largest sport in the world is the third example where the alcohol industry floods children with alcohol ads.

The Alcohol Issues Podcast

In-depth conversations with policy makers, community leaders and scientists, driving the global discourse about 21st century alcohol policy solutions.

The Alcohol Issues Podcast is an original production by Movendi International. It’s a show about current alcohol issues of global importance. Through in-depth conversations with policy makers, community leaders and scientists, we explore alcohol policy issues, discuss landmark scientific studies, and expose the alcohol industry.

Source Website: Keep Updated with Movendi International