Submitted case: Brewing Misinformation – Belgian Charity Event Promotes Alcohol as a Social Fix
Posted on February 25, 2025 in Brouwerij De Halve Maan, Manipulation, Belgium“Every year, the Belgian public broadcaster VRT organizes a campaign called The Warmest Week, which raises funds for projects addressing social issues. The 2024 campaign focused on the theme of loneliness, with all funds raised donated to a fund managed by the King Baudouin Foundation to support related projects in 2025.
This year’s event took place in Bruges, Belgium, with a local brewery, Brouwerij De Halve Maan, as the official partner. The brewery released a special edition of their “Brugse Zot” beer, branded as “De Warmste Zot” (the warmest beer) for the occasion.
On December 20, 2024, at around 11 am, the brewery appeared live on VRT’s radio and internet platforms to deliver their donation. During this broadcast, which was also posted on the news website, a representative from the brewery stated: “Beer brings people together; it’s a wonderful social medium. That’s why De Warmste Zot is only available in large bottles. It’s a large bottle meant to be shared with the people you care about. After all, a good beer is not something you drink alone.”
The implicit message conveyed during the broadcast suggested that alcohol can contribute to social success and alleviate loneliness, which in itself is a dangerous message to promote. Moreover, this message aired at a time when mostly children were watching De Warmste Week live, both in schools and at the event location, raising grave concerns about the normalization of alcohol consumption in society.”
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.
Source: https://www.vrt.be/vrtnws/nl/liveblog/meer-oproepen-naar-teleonthaal-en-t-zand-was-te-klein-voor-osc~1739888602028/
What brand are you exposing? Brugse Zot
What company are you exposing? Brouwerij De Halve Maan
This case was brought to Big Alcohol Exposed by a concerned member of the public, underscoring the importance of community awareness in identifying industry misconduct. If you witness irresponsible or misleading marketing practices by the alcohol industry, you too can report them to Big Alcohol Exposed to help call attention to unethical tactics and protect public health.