Heineken’s Larger Bottle in Nigeria: A Push for More High-Risk Alcohol Use

Heineken’s recent introduction of a 45cl bottle in Nigeria raises public health concerns. The larger bottle size may encourage increased alcohol consumption, particularly among young adults, a demographic Heineken explicitly targets with this product. The company’s marketing emphasizes the bottle’s design and suitability for “modern consumers”, aiming to appeal to younger individuals.

Research indicates that larger alcohol container sizes can lead to higher alcohol use, escalating the risk of alcohol harm. By promoting a larger bottle, Heineken potentially fosters more high-risk alcohol use patterns among Nigerian youth. This strategy prioritizes sales over public health, disregarding the well-being of the community. Moreover, Heineken’s marketing efforts often associate alcohol consumption with positive social experiences, normalizing alcohol use and downplaying its risks.

Promotion, or any marketing strategies, is Big Alcohol’s activity to drive alcohol availability and acceptability, to perpetuate the alcohol norm, and to place alcohol at the center of people’s thoughts and preferences, communities’ practices, and societies’ customs. The focus of this DUBIOUS FIVE strategy is the people and their beliefs about alcohol products, the public and their attitudes about and behavior around alcohol products, and the consumers and how much, how often they buy and consume alcohol brands.

Source: Daily Post

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