The Hidden Agenda Behind the Beer Industry’s Push for Non-Alcoholic Beer

A recent study funded by the Dutch Brewers Association claims that non-alcoholic beer is leading to reduced alcohol consumption in the Netherlands. While this might sound promising on the surface, it’s important to scrutinize these findings, especially given that the study was funded by an alcohol industry group with vested interests. Industry-funded research often serves to protect corporate profits by painting a positive picture of the industry’s actions. In this case, the Dutch Brewers Association, which includes major companies like Heineken and AB InBev, is using non-alcoholic beer as a public relations tool to distract from the harm caused by their alcoholic products.

Beyond the study’s questionable reliability, the promotion of non-alcoholic beer allows these companies to engage in surrogate marketing. By pushing non-alcoholic options, the beer industry can maintain visibility for their brands and appear socially responsible, all while continuing to profit from their primary business — regular alcoholic beverages. Non-alcoholic beer makes up a tiny fraction of their overall revenue, yet these companies leverage its marketing potential to polish their public image and position themselves as advocates of “responsible drinking”.

Manipulation is Big Alcohol’s activity to control its image. The alcohol industry engages in manipulation activities to protect and cultivate their image and the values of their brands. Deploying manipulation strategies serves for Big Alcohol to appear as “good corporate citizens”. The focus of the DUBIOUS FIVE strategy of manipulation is the alcohol company, their brands and value. Examples are Corporate Social Responsibility (CSR), green-washing, pink-washing, rainbow-washing, or white-washing activities.

Sources:
Non-alcoholic beer linked to reduced alcohol consumption, study finds
Dutch Brewers Association

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