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
AB InBev, Ambev, Diageo, Heineken, Molson Coors Inside AB InBev’s World Cup Machine: How the World’s Largest Brewer Exploits Football to Maximise Alcohol Sales
The alcohol industry is turning the 2026 FIFA World Cup into the largest marketing offensive in the history of sports, and AB InBev is ...
AB InBev, Ambev Ambev Counts Down to the World Cup. Brazil’s Children Will Pay the Price.
Thirty days out from the 2026 FIFA World Cup, Ambev is escalating massive alcohol marketing fronted by national football icons and centred ...
AB InBev, Ambev, Diageo, Grupo Modelo, Molson Coors How Big Alcohol Is Using the 2026 World Cup to Push Young People Back to Alcohol
Big Alcohol corporations are turning the 2026 FIFA World Cup into the largest alcohol marketing operation in the history of sport. For ...
Ambev, Heineken Brazil Brazil’s Beer Industry Is Losing Young Consumers – and Spending Billions to Win Them Back
Beer consumption in Brazil fell 5% in 2025 – the largest reduction in over a decade – and the industry’s own trade body says ...
Diageo Diageo Created a Lemonade to Sell Whisky Where Whisky Ads Are Illegal
Diageo created a non-alcoholic lemonade with no purpose other than to advertise Johnnie Walker whisky in a country where advertising whisky ...
AB InBev, Grupo Modelo AB InBev Turned Mexico City’s Main Square into a Beer Ad for 400,000 People
On 1 March 2026, Grupo Modelo – the Mexican subsidiary of AB InBev, the world’s largest beer producer – staged a free Shakira ...
Ginebra San Miguel, San Miguel, San Miguel Brewery Inc. Targeting Gen Z: The Philippine Alcohol Industry’s Youth Recruitment Strategy
The Philippine alcohol industry is running a coordinated campaign to recruit Gen Z consumers – using flavored products, influencer ...
AB InBev, Grupo Modelo AB InBev Turns World Cup 2026 Into a $7.2 Billion Alcohol Marketing Machine
As FIFA World Cup 2026 approaches (June 11–July 19), AB InBev is executing its most aggressive alcohol marketing campaign yet, ...
AB InBev, Ambev AB InBev Turns Netflix’s Bridgerton Into a Marketing Channel for Alcopops in Brazil
AB InBev subsidiary Ambev is using Netflix’s hit series Bridgerton to market flavoured alcoholic beverages to young women in Brazil. ...
Read more about the dubious five
Deception
Manipulation
Political interference
