Overview
In July 2025, global alcohol industry giants launched a new front group calling itself the “Alianza Mexicana por un Consumo Moderado” (Mexican Alliance for Moderate Consumption). It is so new, that the website is still “under construction”.
The alcohol industry presents the new “alliance” as a coalition of independent experts in nutrition, microbiology, psychology, and anthropology. But a closer look reveals that it is actually an initiative created together with the alcohol industry, likely “Cerveceros de México”, the country’s powerful beer industry lobby group. Grupo Modelo and Heineken are officially listed as members of “Cerveceros de México”, the first and second largest beer producers in the world, respectively.
Members
- Cerveceros de México
- Grupo Modelo
- Heineken
strategic messaging and policy influence
Beneath the academic language and health-focused rhetoric lies a core industry tactic: shifting attention away from the harms their products and practices cause and effective alcohol policy options toward vague personal responsibility messaging that blames people for alcohol harms.
public health relevance
The new alcohol industry initiative presents itself as a science-driven initiative to provide “clear and truthful information” about alcohol use, claims to promote healthier lifestyles and keep minors away from alcohol.
But evidence shows alcohol companies harvest private social media data to deliberately target children and people seeking help for alcohol use problems with alcohol advertising.