Exposing the Alcohol Industry’s Misleading Economic Claims in South Africa

The Drinks Federation of South Africa, which counts major players like Diageo, Heineken, and Pernod Ricard among its members, recently released a report promoting the alcohol industry’s role in the South African economy. However, these claims are misleading. The alcohol industry frequently inflates its contribution to employment and the economy.

While Big Alcohol highlights its supposed role in job creation and economic growth, it carefully avoids mentioning the immense social and economic costs tied to alcohol-related harm. In South Africa, alcohol use is a leading driver of violence, road accidents, and a significant burden on the healthcare system. The costs of alcohol-related harm far outweigh any economic benefit the industry claims to provide.

The WHO’s recent technical manual on alcohol tax policy emphasizes the need to look beyond the industry’s narrow framing. It reveals that industries like alcohol regularly overstate their importance to employment, while underplaying their contribution to societal harm . By framing their economic role as vital, companies like Diageo, Heineken, and Pernod Ricard seek to prevent stronger regulation and continue profiting from a product that causes widespread harm.

Manipulation is Big Alcohol’s activity to control its image. The alcohol industry engages in manipulation activities to protect and cultivate their image and the values of their brands. Deploying manipulation strategies serves for Big Alcohol to appear as “good corporate citizens”. The focus of the DUBIOUS FIVE strategy of manipulation is the alcohol company, their brands and value. Examples are Corporate Social Responsibility (CSR), green-washing, pink-washing, rainbow-washing, or white-washing activities.

Sources:
https://www.bizcommunity.com/article/drinks-federation-of-sa-launches-report-on-the-alcohol-industrys-role-in-the-sas-economy-035845a
https://www.who.int/publications/i/item/9789240082793

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