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.

Latest cases of Promotion

Molson Coors

Peroni 0.0% Partners with Formula 1

Molson Coors’ Peroni 0.0% is intensifying its marketing with a Formula 1-themed campaign, partnering with Scuderia Ferrari and ...


Heineken main sponsor of comic event – marketing alcohol towards minors

Heineken will be the official sponsor of this year’s edition of CCXP in Brazil, taking place fro mDecember 5 to 8, 2024. Thought the ...

Alcohol Endorsement: Insights from Sri Lanka’s Cricket Tradition

Colombo recently hosted the 145th edition of the renowned inter-school cricket rivalry between Royal College and St. Thomas College. This ...


University students targeted by aggressive alcohol marketing

Recently, liquor companies have adopted increasingly aggressive tactics to target university students, leveraging social media platforms to ...


Alcohol Industry’s misleading campaigns with celebrities – Diageo and K-Pop star SUHO

SUHO, a South Korean singer-song writer and actor with an extensive fan base of millions, particularly among the youth, has partnered with ...

Delta Beverages

Delta Beverages’ US$3 million sponsorship deal: spotlight on alcohol industry’s exploitation of football in Zimbabwe

  Football enthusiasts in Zimbabwe are set to witness another wave of sponsorship in the premier league as Delta Beverages, a local ...

818 Tequila

Celebrities and alcohol promotion

Kendall Jenner has been promoting her own Tequila Brand, 818, engaging in a college tour. She visited different universities in the United ...


Heineken’s Sponsorship of Sports Events

Heineken sponsoring “the start of the match”. While such sponsorships are undeniably lucrative for alcohol companies, they also ...

AEVP - Associação das Empresas de Vinho do Porto

Street advertisement – Associação das Empresas de Vinho do Porto promoting the use of alcohol

  Street advertisement in Porto, Portugal, from AEVP – Associação das Empresas de Vinho do Porto – (Association of Port Wine ...

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