Sponsored posts have become an essential tool for Big Alcohol, like in this case liquor brand Tullamore Dew, to promote their products.
It is problematic because alcohol advertising is prohibited in Sweden, but on social media the alcohol industry gets their way.
Instagram allows Tullamore Dew to promote content that associates their product with lifestyle of hipsters, friendship and authenticity – all aspects that are prohibited in traditional marketing for alcohol companies to associate their products with.
