After years of objectifying and sexualising women in their advertising, the alcohol industry is now targeting women more directly, linking their products to women's friendships, feminism and empowerment. However women’s empowerment will always be secondary to increasing profits for these companies.
At a time when the gap between alcohol consumption of men and women in the UK is narrowing and alcohol-specific deaths among females in 2017 reached the highest rate since 2001, alongside unrelenting promotion of Prosecco, pink gin and skinny lager, we need to question the idea that every day or excessive drinking is normal and desirable.
To counter this, Professor Carol Emslie, who leads Glasgow Caledonian University (GCU) Substance Use and Misuse research group, has joined forces with Alcohol Focus Scotland seeking to call out aggressive marketing of alcohol to women whether it's pink, sweet or low calorie products aimed at women, or merchandising which suggests that it’s wine o’clock.
What can I do?
You can support the campaign by joining us in identifying alcohol advertising, marketing and merchandise which targets and patronises women and sharing your pictures on social media using the hashtag #dontpinkmydrink.
You can also choose differently! What about bringing about change by using your purchasing power? We can all think twice about choosing to buy gimmicky alcohol-themed gifts and cards. Throughout the year we are bombarded with marketing of every kind from every direction, including alcohol. But why not choose differently, rather than a gift with an alcohol-theme could you treat those you love to some rest and relaxation time to themselves, or find an activity you can enjoy together?
International Women’s Day 2019
Help us this International Women’s Day, Friday 8 March, by calling out the targeting of women by alcohol producers on Twitter.
Please tweet and share your examples - whether it's pink drinks, products or promotions specifically for International Women’s Day or merchandising which suggests that we are ‘gin-dependent’ women – and let the alcohol industry know what we really think about them profiting from women’s rights. Remember to use the hashtag #dontpinkmydrink
The alcohol industry, keen to jump on the marketing bandwagon and use feminism to help boost their profits, have in the past launched misguided products specifically for International Women’s Day. From Johnny Walker becoming Jane in honour of the day to BrewDog’s ‘satirical’ pink IPA lazy marketing ploy, these cynical moves to appeal to women have been widely criticised.
Jane Walker the misguided attempt from Diageo to as a ‘symbol of the brand’s commitment to progress’, and a statement of its support for female empowerment causes
Brewdog’s ‘satirical’ pink beer for girls