1. Trends in alcohol marketing New products Digital marketing Alcohol as a health food Stakeholder marketing

2. Like other products, selling alcohol as a health food –All natural, organic etc. –“Functional” food – fitness friendly –Diet drink –Particularly targeted at women

3. All natural and organic

4. Food & Natural Claims Beer 651.25* Natural junk foods Calories in one serving: 150 (90 fat) 10 grams of fat, 150 mgs sodium

5. Natural vodka

6. Natural beer

7. Vodka from soy – gluten-free!

8. Organic tequila

9. Natural tequila

10. Natural “binge in a can”

11. “Binge in a can” with natural Brazilian healing powers

12. Fitness friendly

13. A personal trainer from Holland

14. Antioxidant beer

15. “Beer plus” – a smart choice

16. Beer as the “fountain of youth”

17. “Full speed” beer

18. Sports celebrity spokespersons

19. Sports sponsorships

20. A diet drink

21. Food company “nutri-washing” Beer 651.25* PEPSICO

22. A “smart choice” beer – only 95 calories

27. Even the can is slim

28. No carbs – even better

29. No carbs – no question

30. But for public health, there are questions Marketing alcohol as a health food confuses the public –Illegal under U.S. law to make any health claims –Alcohol and health situation complex – advertising only and overwhelmingly shows one side of the story –Masks the complex relationship between drinking and obesity, diabetes and other health conditions

31. Solutions? Warning labels? –Warnings cannot counter the weight of the advertising –48% of AMRO countries have warnings on ads and on containers –Warnings quickly become invisible