Submitted case: Spirits company giving away alcohol for permanent brand tattoos

Fábrica de Licores de Antioquia is running a marketing campaign in Colombia that offers three bottles of liquor to individuals who tattoo the brand’s name on their skin. While this promotion may attract attention, especially among young people, it raises significant concerns.

This campaign trivialises the risks associated with alcohol use by treating alcohol as a reward for a permanent decision. The campaign exploits the impulsiveness of youth, linking alcohol use with self-expression and identity. By normalizing the association between alcohol and personal branding, FLA is promoting a message that contributes to the already massive harm from alcohol.

This kind of marketing strategy is harmful to public health, particularly for younger audiences who are more susceptible to such influences.

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.

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What brand are you exposing? Aguardiente Antioqueño

What company are you exposing? Fábrica de Licores de Antioquia

Please briefly describe the alcohol industry misconduct you are reporting. What happened and what is the problem?

This company is offering young people alcohol in exchange for long-term publicity, as they have to write the “brand” of their skins, literally. Three bottles of aguardiente are the reward for a Tatoo.

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