Hide and deceive

Alcohol producers have a simple marketing communications strategy;

  • Hide the alcohol
  • Deceive the consumer

Their key target audience is young adults, especially women

There is no mention of alcohol on the bottle or can and no breakdown of the constituents

There are no health warnings or calls for restraint. Responsibility messages are known to actually increase alcohol intake

Drinks companies put the onus on the consumer to get information by operating behind sites like Drinkaware and Drink IQ

This is wrong

The consumer has the right to be informed about alcohol, instead of being treated with total disrespect. The consumer is being told to drink responsibly without being given any information as to why


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