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
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. ...
AB InBev, Diageo $100 Million in Alcohol Marketing, 25 Million Children: Big Alcohol’s Super Bowl Blitz
The alcohol industry spent $100 million marketing to Super Bowl 2026’s 115 million viewers. An estimated 25 million were children. ...
AB InBev Olympic Athletes Now Sell Beer for AB InBev – Under the Banner of “Relaxation”
Ahead of the Milano Cortina 2026 Winter Olympics, AB InBev is once again weaponising sport to push its Corona brand – this time ...
Heineken Heineken on the Tube: TfL’s Public Health Double Standard
How Heineken exploited a gap in Transport for London’s advertising policy to embed alcohol branding in public infrastructure. In ...
Read more about the dubious five
Deception
Manipulation
Political interference
