We are next in line, folks. After the tobacco industry, the liquor industry will be the next target of all kinds of people, that make money in harassing and robbing legal business. On October 21, CNN ran a story about the Center for Alcohol Advertising, supported by the American Academy of Pediatrics, about their claim that today’s alcohol advertising is after our kids to seduce them to drink alcohol. The Budweiser frogs are of course a cheap and easy example.

First of all, to boost my credentials in my critique, as an importer of small brands, I should applaud the ban on all beer advertisement, since I will always be out spent by the big brands in advertising. No advertisement for any beer brand, levels the field for my quality brands. However, I’m not that naive to believe that the Anheuser Bushes of this world won't be able to find other means to promote their brands. Other means, that again will be to expensive for my brands.
Back to the claim that Alcohol advertising targets our kids. Their claim is not true in my opinion. Several studies have proven that alcohol advertising does not increase the consumption of alcohol in general, it only tries to shift the consumption from one brand to another. I see every day, how retailers invest a lot of effort and money to prevent minors from buying alcoholic beverages. Targeting minors with the advertising would be a waste of money and contra productive for the brewers and vintners.

Second. Only in the USA, such a big deal is made about beer and wine consumption by minors. In the rest of the world, moderate consumption of beer and wine with their meals by minors, is seen as a healthy way of life. I got beer at noon and in the evening when I was at boarding school in Belgium during my high school years.

Third. All over the world, including in the USA, all Health organizations have found out in numerous studies, that moderate alcohol consumption decreases the overall mortality rate. Moderate daily consumption of alcoholic beverages is defined as a healthy life style, that makes you live longer and healthier than nondrinkers and heavy drinkers. Why do American young adults have to wait until they are 21, before they can adopt to a healthier life style? For all other healthier life styles (more exercise, less fat, less chemical additives ...), everybody recommends to start as soon as possible, yes, as a kid.

This is proof enough for me, that these so-called Anti-Alcohol Groups are only there to make money, and not to protect our kids.

It’s funny, but the same day, CNN also broadcasts an item of yet another Consumer Watch group, claiming that children and young adults are drinking too much soda-pop, that soda-pop is the worst of all junk foods. Something I like to believe, true or false. What do kids have to drink, then? Milk? Another health group claims that cows milk is so bad for you, that it actually breaks down your bone tissue, and loads you up with all kind of chemical hormones, injected in the cows to produce more milk. Chemical hormones that are prohibited in Europe, because they may cause cancer.

Those nasty groups attacking our beers and wines, should acknowledge that for thousands of years humankind has relied on daily consumption of alcoholic beverages to stay alive and healthy. It looks like they want to make a lot of money by suing and harassing yet another industry, and taking the fun out of everybody’s life.
Newsletter December 1998