International Connections #2

Many may think of an industry as not having that much power over a society, but if you look at
the multibillion-dollar alcohol industry, you would say otherwise. The alcohol industry has more power
over any other industry in the world because they have the sneaky aspect to them. Everyone knows how
tobacco corporations target younger crowds through their advertising and media. We all know for a sure
fact that tobacco kills and is a drug. Alcohol on the other hand, is just a drink you have at dinner, or try
at a college party, or even a high school get together. The 26 largest alcoholic beverage companies had a
total net revenue/turnover of $155 billion in 2005, and a total operating profit of $26 billion [6]. The 10
largest alcoholic beverage marketers accounted for 48% of sales (by volume) of globalized brands in
2005 [ CITATION Jer08 \l 1033 ]. Society does not see alcohol as a drug, which gives the alcohol industry
more power to advertise to whomever they want, whenever they want and however they want. When I
was growing up, the song Caribou Lou was one of my favorite songs. That song goes over the ingredients
of a very potent drink that, if you drink too much, could kill you.

Now the alcohol industry has a lot of power, but governments are finding ways to try and curb that
power through social responsibility. One innovation that has diffused rapidly in the industry is the ‘social
aspects organization’. The US Federal Trade Commission included in its list of alcohol advertising,
merchandising and promotional activities the industry’s social responsibility messages and programs
[ CITATION Jer08 \l 1033 ]. These programs and messages help promote responsibility of the brand, the
parent company or the industry as a whole. It is similar to the programs that the government has placed
for the tobacco industry. Even with these programs, however, the alcohol industry seems to get away
with a lot of advertising that is aimed at youth and young adults. I am not sure if we will ever be able to
full control the power they have since it is not viewed as an illegal substance. Even for youth, it is not
considered illegal, it is seen as prohibited, at least in the eyes of the youth themselves. There seems to
be a lack of fear around alcohol that is present around drugs, and this is where the alcohol industry gains
their power.

Bibliography
Jernigan, David H. "The Global Alcohol Industry: An Overview." Depar tment of Health, Behavior and
Society, Johns Hopkins Bloomberg School of Public Health (2008).