‘You drink at home so they can go to work safely’: A case study exploring alcohol marketing during the COVID‐19 pandemic

Alcohol marketing is linked to heavy consumption. Researchers have begun to examine how the alcohol industry has adapted its marketing practices during the 2020 Global COVID‐19 pandemic. In Canada, Nova Scotia's culture of heavy drinking has been identified as a cause for concern by community,...

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Bibliographic Details
Published in:Drug and alcohol review 2022-01, Vol.41 (1), p.20-23
Main Authors: Kennedy, Laura J., Cukier, Samantha, Khoury, Liane, Steeves, Dan
Format: Article
Language:English
Subjects:
Alcohol
Alcohol Drinking
alcohol industry
alcohol marketing
Brands
Case studies
Charity
Commentaries
COVID-19
Drinking behavior
Fund raising
Health promotion
health‐care worker
heavy drinking
Humans
Logos
Marketing
Pandemics
SARS-CoV-2
Social media
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Summary:Alcohol marketing is linked to heavy consumption. Researchers have begun to examine how the alcohol industry has adapted its marketing practices during the 2020 Global COVID‐19 pandemic. In Canada, Nova Scotia's culture of heavy drinking has been identified as a cause for concern by community, health care and government. This case study examines how one alcohol company coopted the facilities, staff, logos and fundraising efforts of a local health charity to market the sale and home delivery of a 6% alcohol by volume product via social media. This case study details the marketing practices of the alcohol brand, suggests why the marketing practices are problematic and concludes with recommendations for health promotion practice as well as suggestions for future research.
ISSN:0959-5236
1465-3362
DOI:10.1111/dar.13374