Saturday, Oct 01, 2022
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Liquor Industry

High On The Social Spirit

Liquor advertisements become messages of moderation

High On The Social Spirit
High On The Social Spirit
outlookindia.com
-0001-11-30T00:00:00+05:53

Wise words. And surprise, surprise, they come not from any public health department, but from the Tempters themselves. Liquor companies, in a burst of self-righteousness, are now advocating restrictive drinking. I used to feel that drinking is the mark of a man. Now I feel more like a man every time I turn down a drink, proclaims a rehabilitated alcoholic in an ad published by Seagram, the American multinational liquor giant. Back home, Vijay Mallya of United Breweries makes a personal appearance telling drinkers: I love to party as much as you do. But I believe you should know your limits and have the courage to say no.

Whatever happened to skull-and-crossbones style statutory warnings? Why're liquor companies no more relying solely on the proxy of soda, snacks, mineral water or designer glasses to promote their products? Why are they opposing their self-interest?

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