Druglink article 2011 – Drinking games by Max Daly

When researchers were given access to thousands of documents from drinks firms, much was revealed about the underlying messages portrayed in alcohol adverts.

These days, restricted by a voluntary code of conduct, the advertising of alcoholic drinks is far more an exercise in branding, imagery and life-styling than it was in the past. Gone are the days of the 1970s and 1980s when beer, wine or spirits were blatantly promoted as a one way ticket to being cool or sexy. The hard sell on booze has become a more
subtle affair, where a brand is associated with positive attitudes and emotions such as authenticity, strength and purity.

Drinking games (PDF)