Liquor promotion

Press, 9 June 1986, Page 12

Liquor promotion

Sir, —We welcome your coverage of our comments about the Steinlager “Every drop you sink helps sink the Aussies” advertisement (“The Press,” June 5). However, we dispute your argument that increased sales for one advertiser will result in less consumption of other brands and therefore will not increase total alcohol consumption. This is the usual defence of the liquor industry when people object to their advertising methods. But obviously, if all alcohol advertisers succeed in increasing their share of the market, total consumption must rise. Advertising of other products has been shown to increase sales and alcohol is unlikely to be an exception. We oppose the macho boozing mentality and aggression of the Steinlager slogan and encourage others who object to it to make their views known. And we hope sporting enthusiasts will find healthier and safer ways to support yachting than drinking more cans of beer. — Yours, etc., DIANE SHANNON, VIVIEN DALEY, Towards Ending Alcohol Misuse. June 6, 1986.

[We agree that, if all liquor advertisers increase their sales, total consumption must rise. In new markets, or for new products, advertising is known to increase total sales. In the established market for liquor, no such results are observable; though it is evident that consumers shift from one brand or product to another — from, say, beer to spirits, or to wines. Other factors clearly govern total increases or decreases in consumption. Major increases or greater consumption have been observed where liquor advertising is not allowed or employed. Likewise, the use of other drugs has increased when they are not advertised at all. Among young people, who might be seen as a new market and target for liquor advertisers, the rate of consumption has declined in recent years. Drinking more beer is, we agree, not the best way to support the yachting challenge. — Editor.]