New report exposes ‘pink and pretty’ alcohol marketing tactics to women


A new report has uncovered the tactics the alcohol industry is using to make their products more appealing to women and calls on the Australian Government to introduce stronger controls on alcohol marketing, independent of the alcohol industry.

The report, The Instagrammability of Pink Drinks: How alcohol is marketed to women in Australia, was produced by the Alcohol Programs Team at the Public Health Advocacy Institute of WA (PHAIWA) based at Curtin University, and Cancer Council WA.

Julia Stafford, research fellow at PHAIWA, said the report exposed how the development of  products designed and promoted specifically for the female market allowed alcohol companies to attract new consumers and increase their profits.

“To identify the industry tactics used to market alcohol to women in Australia, we searched 12 months’ worth of industry trade publications for references such as ‘female’, ‘woman’, ‘pink’, and ‘rosé’. The Instagram and Facebook accounts of alcohol brands were then searched for examples of  that appeared to be aimed at women,” Ms Stafford said.

“We found that the ‘pink drink’ trend is in full swing among alcohol brands on Facebook and Instagram, which is of great concern. Everything from rosé, gin and vodka is pink, pretty and palatable, and in many instances the  is using influencers to link the alcohol products to fashion, make-up and lifestyle.

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The opinions expressed in this post are those of the authors. They do not purport to reflect the opinions or views of the FASD Prevention Conversation Project, its stakeholders, funders or its members.

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