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'Zero-alcohol' products and the guise of responsibility
Fraser Edwardes1, Danica Keric2, Julia Stafford2
1Cancer Council Western Australia, Perth, Australia. fraser.edwardes@cancerwa.asn.au.
Abstract:
Alcohol companies have expanded their presence in the 'zero-alcohol' market with intensive product development and marketing activities. This has been framed by industry as an effort to reduce or solve alcohol-related harm. Such framing fails to acknowledge the financial benefits 'zero-alcohol' products offer alcohol companies and the ongoing concerns regarding alcohol brand marketing. To help inform an understanding of industry priorities, we looked at comments about 'zero-alcohol' products by major beer companies in online publications. In public-facing channels, 'zero-alcohol' products were discussed as tools for moderation, and their market a reflection of the 'good' that companies are doing. However, this contrasts with how they were discussed in industry-facing channels, as tools to expand markets, target new drinking occasions and compete with non-alcoholic beverages. Alcohol companies citing 'zero-alcohol' products as evidence of their commitment to social responsibility reflects a broader pattern of leveraging corporate social responsibility initiatives for commercial gain over genuine public health improvements.
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