Although the poor economy certainly intensifies the pressure for this kind of alcohol advertising expansion, the move toward “mainstreaming” hard liquor brands has been ramping up for a few years now. Several sports organizations – including NASCAR and the NBA – have abandoned their historic limits on the advertising of hard liquor, with the NFL appearing to head in that direction. The New York Yankees have developed an exclusive relationship with Diageo at their new stadium, including the appearance of “the Johnnie Walker Striding Man on the LED scoreboard every time a Yankee walks.”

But this trend is not necessarily indicative of some sea change in general public opinion, but rather reflects the intense lobbying efforts of the increasingly consolidated liquor industry, dominated by multinational giants such as Diageo, Pernod Ricard, Bacardi, and Fortune Brands.

One of the prime movers in this arena has been Peter Cressy, President of the Distilled Spirits Industry Council (DISCUS), who has vowed to “ensure cultural acceptance” of hard liquor in American life by “normalizing” it in “the minds of consumers.” Part of this involves undermining what Cressy calls “this whole fitness-abstinence thing” (Diggs, 2000). This essentially involves competing with the beer industry on its home turf: attractive lifestyle advertising.

This dynamic may be one reason why some teen binge drinkers are favoring hard liquor over beer, although easier access (i.e. parents’ liquor cabinets) has also been cited.

Reference:

Diggs, M. (2000, March). Cultural acceptance seen as key to boosting industry sales. Growth Prospects (www.nightclub.com)

“Our goal is to ensure that Lakers games are the most enjoyable and exciting games to watch” said Los Angeles Lakers Chief Marketing Officer Tim Harris. “Through this groundbreaking partnership, 1800 will provide Lakers fans with the familiar flavor of the super-premium spirit and a variety of beverage choices to enjoy while celebrating courtside, while ensuring that we communicate responsible drinking.”