BackgroundGlobally, women consume less alcohol than men, but alcohol consumption among women has declined less in recent years than among men. Drinking rates and alcohol-related harms vary substantially across population groups of women, and sexual minority women (eg, lesbian, bisexual, and queer) are at notably high risk. An emerging body of literature suggests that in addition to minority stress (eg, stigma, discrimination), drinking norms and drinking cultures likely influence sexual minority women’s drinking. Almost no research has explored these factors as possible targets of interventions. Sober curiosity is a rapidly growing wellness movement that may be particularly salient for sexual minority women. It encourages individuals to be “curious” about the reasons they choose to drink and alcohol’s effects on their life and health. ObjectiveThe aims of this research are to (1) explore the perspectives of the drinking social worlds of sexual minority women, their awareness of the sober curious movement, perceptions of their own and their peers’ drinking and desire to drink less, and perceived barriers and facilitations to changing their drinking behaviors and (2) identify key elements of an alcohol reduction intervention tailored for sexual minority women. MethodsWe conducted a comprehensive review of the literature on alcohol interventions with sexual minority women. The handful of studies we found paid scant attention to drinking cultures, normative beliefs, or other key elements of sober curiosity. To address the study aims, we are conducting 2 descriptive studies with adult (>18 years) sexual minority women using mixed methods. One includes focus group interviews (n=24-36) and a national survey (n=100-120) with sexual minority women in Scotland. The other includes in-depth interviews (n=18-20) with sexual minority women in the United States. Data from the 2 countries and 3 sources will be analyzed using qualitative and quantitative methods to identify patterns and relationships across data to validate or corroborate findings. ResultsEach of the studies received ethics approval in August 2023 and is currently open for recruitment. We anticipate completing data collection in spring 2025. The results of qualitative analyses will be summarized as themes, and results of survey data analyses will be summarized in tables. Findings will be presented to 2 panels of international experts who will assist in identifying critical elements of an alcohol reduction intervention tailored to the unique needs of sexual minority women. ConclusionsWith the assistance of the expert panels, we will use Acceptability, Practicability, Effectiveness, Affordability, Side-Effects, and Equity criteria to inform the development of a tailored intervention building on tenants of sober curiosity to assist sexual minority women in reducing harmful drinking. International Registered Report Identifier (IRRID)DERR1-10.2196/63282

BackgroundAlcohol brands are appropriating feminist messages as a marketing tactic. Understanding how women perceive such marketing is critical to policy responses aimed at reducing gendered alcohol harms.MethodsSemi-structured, in-depth individual and group interviews were conducted with 117 women aged 17-38 who participated in nights out drinking alcohol in the city of Liverpool in the North West of England, UK. Data were analysed using thematic analysis.ResultsFour interlinked themes are presented that provide insight into the different ways women viewed and interpreted alcohol brand marketing that draws on gender equality and empowerment messages. These are; (i) the perception of feminist messages as a form of brand responsibility and 'doing good'; (ii) questioning the authenticity and purpose of feminist messaging; (iii) debating the appropriateness of using alcohol to address gender based issues; and (iv) rejecting commercial feminist messaging and brands in the feminist movement.ConclusionIn the context of contemporary feminism, in which (young) women are more readily endorsing feminist identities, women's perceptions of feminism influences their attitudes to alcohol brands and marketing, and their intentions to purchase, consume or reject alcohol products, within their own identity making and drinking practices.

Background Alcohol marketing influences drinking practices, and this helps shape how gender identities are constructed. This paper presents research exploring how women who are sober manage and negotiate their non-drinking and sober identities in neo-liberal contexts that market alcohol products and consumption as a defining feature of feminine identities.Methods Semi-structured in-depth interviews (n = 15) and online content produced by sober women active in the positive sobriety community on the social media platform Instagram were analysed using thematic analysis.Findings Women negotiated marketing messages within their everyday experiences of sobriety, with associations between drinking and motherhood, female friendship and empowerment, discussed as impacting their drinking, lived experience and sense of self. They negotiated such messages, and created alternative ways of 'doing femininity' as sober women, through distancing themselves from their previous drinking identities; rejecting, reworking and countering marketing that links alcohol use to femininity; and alternative consumption practices.Conclusion Instagram allowed women to publicly critique and counter marketing messages in ways that unlinked alcohol use, but not consumption more generally, from femininity, in traditional and news ways. Marketing regulation should consider how those experiencing problematic alcohol use may be particularly vulnerable to marketing messages, in ways that are gendered.

Mandatory standardized nutritional information on alcoholic drinks such as energy, or calorie labelling, is a population-level public health measure aimed at addressing obesity and alcohol consumption. In the UK, such measures are not a statutory requirement, but some alcohol brands do include references to calories on their products and in their marketing materials, as a marketing strategy to encourage sales and consumption. This article presents findings of semi-structured individual (N = 43) and group (N = 9) interviews with 78 women living in the UK that aimed to gain insight into their attitudes towards calorie-based alcohol brand marketing, and alcohol calorie labelling (ACL) as a health policy. Three themes are presented that outline how women rejected calorie marketing and labelling; the potential positive and unintended impact on alcohol consumption and dietary/eating practices; and how views on calorie labelling were intertwined with women’s attitudes towards marketing that draws on calorie messaging. A feminist anti-diet discourse, as well as a discourse of pleasure through alcohol consumption, was at play in women’s accounts, which may limit the intended aims of ACLs. It is concluded that ACLs should be considered within the wider commercial context of alcohol marketing that draws on calories to promote sales and consumption, consideration of the gendered factors that may lead some to reject ACLs as a health policy, and the potential for unintended consequences.

BackgroundThe pinking of alcohol products and marketing (i.e. the (over) use of the colour pink as a feminine aesthetic) is a form of gendered marketing that is used by the industry to target and appeal to the female market, and encourage sales and alcohol consumption. However, little is known about how women relate to and view such marketing, and how such products feature in their performance of femininities through drinking practice.MethodsSemi-structured individual (N = 39) and group (N = 79) interviews with 117 women who drank alcohol and participated in the night time economy in the city of Liverpool in North West of England were conducted to gain insight into their attitudes towards the use of pink in alcohol product design and marketing content, and how this relates to their feminine identity making in intersectional ways. Interviews with individuals (N = 23) working in alcohol brand marketing locally, nationally and globally were also conducted to explore the use of pink marketing. Data were analysed using thematic analysis.FindingsThe pinking of products and marketing was considered the most obvious form of female targeted marketing by both women and marketers. Discussion of pink drinks generated in depth discussions of the femininities and connotations attached to the colour. Reflecting a conventional and normative femininity, women conformed to, and/or rejected pink products and marketing, within their feminine identity making. Four themes are presented that draw attention to the similarities and differences between marketers and women's perspectives on pink marketing, and how women's relationship with pink marketing and products were nuanced, varied in relation to their feminist identities, and intersected with other social positions such as sexuality and class.ConclusionThe article makes an original and significant contribution to the field on gendered drinking practices and identity making and the influence of alcohol marketing on these processes, and is novel in addressing the usual omission of industry voice in discussions of marketing. It concludes that in the current context of contemporary feminism, in which (young) women are endorsing feminist identities, women's relationship with feminism influences their attitudes to marketing such as pinking, and their likelihood of consuming such products.

Background Women’s magazines provide a space in which gendered norms around alcohol-related practice are (re)-produced. They act as important points of reference for women to draw upon in their own understandings of alcohol use within their identity making. Studying the alcohol-related messages women’s magazines disseminate is therefore an important line of inquiry.Methods An analysis of textual and visual alcohol depictions, including alcohol advertising, in 70 editions of 20 printed magazines targeted at and read by women, published between August 2020 and January 2021, was conducted using quantitative content and qualitative thematic analysis.Results Women’s magazines have the potential to disseminate public health messages about the physical and mental health impacts of alcohol use, alcohol’s role in gender inequalities and the risk of harm from alcohol use by men. However, they do so in ways that reproduce harmful gender norms and expectations, and overlook the structural causes of alcohol-related harms. Associations between alcohol use and violence against women were simplified, in ways that ignored the root causes, produced victim-blaming narratives and deflected responsibility from the perpetrator to the effects of alcohol. Narratives around drinking and sobriety were underpinned by concerns over appearance, which reinforced social expectations of the ideal feminine body. Health narratives were in conflict with the presence of pro-alcohol messages such as consumption suggestions and alcohol advertising, which promoted alcohol use as a normalised aspect of women’s day to day lives.Conclusions Women receive a number of mixed and contradictory messages on alcohol use through their magazine readership, which places limits on magazines as educational sources of public health messaging.

This commentary about alcohol marketing regulation in the UK draws on a conference held by the Institute of Alcohol Studies, highlighting a need for policy interventions to prevent harm and improve public health. Hazardous and harmful alcohol use is associated with many health conditions, wider social consequences, and harms to others. Following no improvement in alcohol mortality rates in the past decade, 2020 saw alcohol-specific deaths rise to record levels in the UK. Bans or comprehensive restrictions on alcohol advertising across multiple types of media are listed by the World Health Organization (WHO) as one of the 'best buy' policies to reduce alcohol harm. The UK's current complaints-led self-regulatory approach fails to protect consumers and vulnerable groups from being exposed to influential alcohol marketing. There are few meaningful sanctions to deter brands and companies from violating existing codes, processes are retrospective, reactive and slow, and the codes fail in their stated aim of protecting young people. Other important impacts on heavier drinkers and those in recovery, as well as on gender and health equity, are also inadequately addressed. Innovation is also urgently needed to effectively regulate ever-evolving digital alcohol marketing. Addressing these issues through a combination of comprehensive restrictions, content controls, labelling, and replacing self-regulation with an independent body will benefit public health as well as protecting the vulnerable, including heavier drinkers, people in recovery, and children and young people.

Background: Alcohol marketing helps shape how gender roles and relations are understood, and the gendered nature of drinking learned. In recent years, changes in how women are presented and addressed in marketing, including alcohol marketing, have been observed. This reflects the shifting social, political and regulatory context, in which increased attention has been given to gender inequality and the damaging impact of gender stereotypes. Research is yet to explore the gendered nature of alcohol marketing within this contemporary context. Methods: A quantitative content and qualitative thematic analysis of alcohol marketing posts ( N = 2600) by 20 alcohol brands on Facebook and Instagram pages over an 18 month period (1st January 2019-30th June 2020) was conducted. Marketing strategies were identified, and the way in which posts targeted, represented and engaged women analysed. Findings: New (e.g. 'influencer' collaborations) and established (e.g. competitions) strategies were being used to target both women and men. Drinking was presented as a feminine practice and as an important component of 'doing' a combination of traditional, post-feminist and feminist femininities. Women were assigned a range of gender roles that acknowledged their individual pleasures and achievements, and traditional gender roles and stereotypes were both reinforced and rejected to promote alcohol use. An important move away from sexualising and demeaning women to the appropriation of feminist and equality messages was observed, which may appeal to a wider range of women, including those embracing feminist identities. Conclusion: Alcohol brand marketing encourages alcohol use to women through both perpetuating and challenging gender stereotypes. Claims by brands of a commitment to equality are at odds with the harms related to alcohol consumption that contribute to the widening of health and social inequalities. It is important that future work on women's drinking and alcohol marketing is situated within the shifting social-political climate in which traditional, post-feminist and new fourth wave feminist rhetoric and femininities co-exist.

Background: The closure of on-licence premises and the restrictions placed on citizen's movements and leisure to address the COVID-19 pandemic in 2020, created an unprecedented situation for the alcohol industry. With the availability and supply of alcohol being restricted, and the social context of alcohol use transformed, alcohol corporations were required to adapt their marketing materials and actions in response. Methods: A content analysis of alcohol marketing by 18 alcohol brands on Facebook and Instagram during the first UK national lockdown (from 17th March- 4th July 2020) was conducted. Comments left by social media followers on posts advertising what could be defined as brand COVID-19 Corporate Social Responsibility (CSR) initiatives (i.e. monetary donations, production of hand sanitiser) were thematically analysed. Findings: Alcohol brands quickly adapted to the changing social, economic and health context of the global pandemic. Changes to the availability and sale of alcohol were evident, with brands encouraging the stockpiling of alcohol as an essential item through predominantly online sales and delivery services. Brands also adapted to the changing social and physical context of alcohol use and intensified encouragement of home drinking. Messages of togetherness underpinned the promotion of virtual interactions, for which alcohol use was presented as a key component. Consumers were encouraged to contribute to pandemic responses by ' staying at home' , and consuming alcohol. Importantly, COVID-19 provided a useful marketing opportunity for alcohol producers to present themselves as private partners to a primarily public sector response, through innovative CSR initiatives such as philanthropic donations to help prevent the transmission of COVID-19. An inductive thematic analysis of online comments on CSR posts found that such activities were interpreted by consumers as ethical actions, and that they reinforced positive brand image and loyalty amongst existing and new consumers. Conclusion: Alcohol corporations are highly resilient in times of crises and the brands analysed were able to quickly adapt their marketing to the COVID-19 pandemic. Future research is required to examine whether these profitable strategies are maintained post pandemic.