The alcohol industry is using rainbow branding as a marketing tactic for ‘superficial inclusivity’, according to a new report from Alcohol Focus Scotland. Some brands had even used the legacy of events such as the Stonewall riots for promotional purposes, which many people found ‘inappropriate and offensive’, says Community, not a commodity.
The report is based on a series of workshops with LGBT+ people that explored how alcohol marketing affected them, and how the industry’s presence at events like Pride was perceived by the community itself. Participants were asked if they’d seen alcohol marketing that specifically targeted LGBT+ people, and what tactics they thought were being used. Many thought the marketing strategies frequently commodified LGBT identity, using it as a ‘tool to drive sales while glossing over the realities of alcohol consumption.’
Alongside the ‘commercialisation of queer history’ the main concerns included increased social pressure to drink and unrealistic portrayals of the community. Alcohol advertising was ‘seen to reinforce the idea that drinking is a necessary part of queer social life, contributing to pressure and exclusion – especially for those in recovery or who choose not to drink’, says Alcohol Focus Scotland.
The presence of drinks companies at Pride events was a ‘particular point of discomfort’, with people questioning whether partnerships with the industry were aligned with ‘the values Pride is meant to represent’. Many people were also concerned that LGBT+ venues were too centred around alcohol, with few non-alcoholic alternatives available. ‘The reliance on alcohol-focused venues raises concerns about the lack of inclusive, alcohol-free spaces where people can socialise without feeling pressured or surrounded by drinking culture,’ says the report. Research has consistently found that rates of binge drinking tend to be higher in the LGBT+ community.
‘The intersection of alcohol marketing and the LGBT+ community raises significant concerns about the impact of targeted advertising on a population that already experiences higher rates of harmful alcohol use,’ the report states, and calls for tighter marketing regulations, especially for spaces where young people are likely to be present.
Report available here