How Alcohol advertising targets women.

Mommy Juice, Skinny Margs, Tampon Flasks, oh my! Wonderfully decorated bottles filled with pops of pink and glitter—aren’t you so grateful that alcohol companies are giving you permission to drink without worrying about gaining weight or seeming unfeminine?

Now, we are not ashamed to say that we love things that are pink and have glitter. But it is glaringily obvious that, like Igor, alcohol ads have pulled the switch by shifting away from sexualising women to appropriating feminist messages. In the past, the majority of alcohol distributors saw men as the main demographic and used women to advertise their product—you know sex sells and all that jazz. But as our politics evolved, so did Jack, Gin, Bud and Stella. 

Today, anyone and everyone will be called out for sexism but that doesn’t mean it stops. It crawls in quietly, without preamble, softly singing “this drink is meant for you, woman—don’t let men get you down, order a fifth of crown.”

I admit that bad things wrapped in pretty packages make us feel some type of way and something cute like ‘Chick Beer’ is bound to get our attention, but all of these advertisements and decorations are degrading toward women. Gendered marketing will always exist, but it is important to learn how to recognize and avoid it. Alcohol advertisements normalize unhealthy drinking habits and perpetuating sales with ‘GirlBoss’ lingo contribute to widening inequalities. They are not selling empowerment, they are just selling a product disguised as an ingenious way of life. 

“Alcohol marketing helps shape how gender roles and relations are understood, and the gendered nature of drinking learned.”

According to a study published in Science Direct, “Alcohol marketing helps shape how gender roles and relations are understood, and the gendered nature of drinking learned.” The influence marketing has on drinking practices is insane. Statistically, men still drink more than women, but the gender gap has narrowed over the years, especially during the height of the pandemic. Alcohol marketing promotes the woman that works full-time, has an intense love life, and looks like the love child of Mila Kunis and Angelina Jolie. She sips her cute little drink looking sexy and feminine.

Alas, just like anything marketed in a capitalistic culture, a specific drink won’t help you “have it all.” A skinny margarita won’t actually solve any perceived weight problem just like Mommy Juice won’t help you wrangle a gaggle of toddlers. You’d need Steve Harrington for that I assume. 

Resisting the temptation to drink is hard enough but having it targeted at you can seem impossible to resist. So, when you encounter a marketing ploy for a drink that will “literally save your skin, give you a puppy and buy you a house” here are three tricks to help you refocus and move on.

1. CALL SOMEONE YOU TRUST: This may seem basic, but talking through an issue with someone you know, love and respect can help put things into perspective. Describe in detail what you are feeling and why you are tempted by the product.

2. MAKE YOUR MIND AN ALLY: Instead of fighting with yourself, fight for yourself. It can be extremely difficult to redirect a harmful thought or urge so sometimes distraction is the best option. You can replay your favorite movie in your head, walk around, breathe or play a game on your phone.

3. PRACTICE SELF-CARE: Self care is different for everyone, so once you find something that helps you stay calm and CLEARHEADED, direct yourself to a safe space and practice sober care. You could watch your favorite show, read a new book, listen to a podcast, journal, go to a rage room or just sit in peace with yourself.