Promotion
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

Ginebra San Miguel Hijacks Filipino Identity to Push Alcohol
Ginebra San Miguel, a subsidiary of San Miguel Corporation, has launched its “Kabayani Kita” campaign, portraying alcohol use as an ...

Diageo Markets Alcohol as Empowerment for Women
A recent LinkedIn article titled “Embracing the Forties: Redefining Identity for Ageing Women” highlights a concerning strategy by ...

Targeting Youth – Grupo Modelo’s Troubling Marketing Push
Grupo Modelo, part of AB InBev, is doubling down on its expansion strategy for 2025 with a focus on “megabrands” like Corona and ...

Big Alcohol’s Tactics: Heineken Normalizes Alcohol for Teen Audiences at The Town Festival
Heineken, through its Eisenbahn brand, has positioned itself as the official beer sponsor of “The Town 2025,” a major music festival in ...

Diageo Ireland: Marketing Disguised as Community Support
Diageo Ireland, like many global alcohol corporations, frequently portrays itself as a champion of community well-being through corporate ...

Alcohol Companies’ use Data-Driven Tactics to Target Gen Z
Alcohol companies are ramping up targeted marketing strategies to engage Generation Z, leveraging everything from social media and ...

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 ...

Dangerous Mix: Johnnie Walker and Squid Game Partner Up, Raising Concerns for Young Viewers
In a recent collaboration, Johnnie Walker, a leading Scotch whisky brand owned by Diageo, has partnered with Netflix’s “Squid Game” ...

Diageo’s Alcohol Chocolates in Mexico: Irresponsible Marketing in the Candy Aisle
In a concerning example of potentially irresponsible marketing, Diageo, the parent company of Johnnie Walker, and chocolate producer Turin ...