Seven Challenges to Big Alcohol's Power in 2014

               Seven Challenges to Big Alcohol's Power in 2014

PR Newswire

SAN RAFAEL, Calif., Jan. 2, 2014

An Invitation to Join the Fight with Alcohol Justice from Bruce Lee
Livingston, Executive Director/CEO

SAN RAFAEL, Calif., Jan. 2, 2014 /PRNewswire-USNewswire/ -- Big Alcohol
profits megabucks from a lack of transparency. Big Alcohol is a term for the
most powerful alcohol corporations of the world, increasingly merging into a
concentrated few. Most Americans have little idea of the true size and scope
of the global businesses behind the brand names, let alone the way their
practices endanger public health and safety.


Globally, alcohol consumption causes an estimated 2.5 million deaths every
year. It is the most harmful drug to both drinkers and nondrinkers. Alcohol is
the third leading cause of preventable death in the United States, accounting
for an estimated 80,000 deaths annually. More than 4,700 people under age 21
die annually from injuries caused by drinking alcohol. Alcohol use is
associated with physical and sexual assault, unintended pregnancy, sexually
transmitted diseases, violence, vandalism, crime, overdose, other substance
use, and high-risk behavior.

Yet global players like Anheuser-Busch InBev, SABMiller and Molson Coors,
(operating as MillerCoors in the U.S.), Diageo, Pernod Ricard, and
Constellation Brands inflict more than $223.5 billion dollars of
alcohol-related harm annually in the U.S. with virtually no accountability for
their actions. Wall Street is seriously chatting up the idea of a $100 billion
merger of A-B InBev with MillerCoors to control about 75% of all beer sales in
America. Alcohol producers and their trade association/front groups including
DISCUS, Wine Institute, and American Beverage Institute use aggressive
lobbying practices to kill or roll back alcohol regulations, proliferate
youth-enticing marketing, and, of course, push a drug that hurts or kills many
with immediate, chronic, and/or addictive results.

Amidst the harm, Alcohol Justice envisions healthy communities free of the
alcohol industry's negative impact. We promote evidence-based public health
policies and organize campaigns with diverse communities and youth against the
alcohol industry's harmful practices. Characterizing these efforts as David
vs. Goliath would be accurate indeed. That is why you are needed: to mobilize
and to limit the impact of Big Alcohol on the next generation. That's why we
commit at this time to a new year of ongoing campaigns to reduce Big Alcohol's
negative influence. In 2014 we'll be inviting the public to challenge the
power of these global alcohol corporate titans in seven crucial ways:

1) Tell your Senators, Representatives, and the Obama administration to stop
Fast Tracking the Trans-Pacific Partnership free trade agreement. The process
lacks transparency, and the TPP could undermine critical public health and
safety regulatory controls of alcohol in the United States and worldwide.

2) Tell your local transit agencies and state legislatures to ban alcohol ads
on public property. More exposure to alcohol ads influences youth to start
drinking earlier, to drink more, and leads to more alcohol-related problems
later in life.

3) Tell your state legislature to reduce the illegal blood alcohol content
level from .08 to .05 BAC. Most of the rest of the world has adopted this
standard to prevent DUI deaths and injuries. It's time the United States does
too: .05 SAVES LIVES.

4) Tell the NFL, NBA, MLB, and all other professional and amateur sports
associations worldwide to end alcohol branding, sponsorship, ads, and
celebrity endorsements. Alcohol and sports are a toxic mix for athletes and
young viewers alike, fueling injuries, violent behavior, and other
alcohol-related harm.

5) Tell your state legislature to raise the alcohol excise tax and index it to
the annual cost of living. Alcohol lobbyists have prevented state alcohol tax
increases for generations, resulting in billions of dollars of lost revenue
annually and a virtual state subsidization of alcohol-related harm.

6) Tell your social networks to ban all alcohol-related ads, tweets, and
posts. Ineffective age-gating and voracious, profit-driven alcohol advertisers
are drowning youth in seductive, harmful alcohol ads and other branded

7) Tell local businesses to take youth-oriented alcopops off the shelves
because your community is an Alcopop-Free Zone®. Four Loko, Joose, Mike's Hard
Lemonade, Smirnoff Ice and Bud Light Lime-a-Rita are just a few examples of
cheap "cocktails on training wheels" that Big Alcohol uses to lure youth
drinkers into trouble. Alcopops are the flavored malt beverages and flavored
beers that Big Alcohol pushes to hook a younger generation on alcohol.

Alcohol Justice is not against alcohol consumption, but we strongly oppose the
well-funded, deceptive advertising of the alcohol industry to promote harmful
consumption, alcohol use at an early age, cheap products, and unlimited bar
and retail access. You can help hold Big Alcohol accountable by challenging
its power in these seven ways.

Just as there are bans on tobacco ads and effective sales restrictions, there
can be stronger controls on alcohol advertising and sales to reduce the
enormous public health and safety harm, and cost of that harm. Alcohol Justice
invites you to join a renewed public effort to reign in Big Alcohol. Sign up
for the Alcohol Justice eNews, and click through to Take Action. That's a
great first step. Big Alcohol may have the power to advertise in every media,
at every sporting event, and to every age, but the public does not have to sit
back and take it. Please join the fight against Big Alcohol in 2014.

Bruce Lee Livingston, MPA
Executive Director/ CEO, Alcohol Justice
San Rafael, California

Contact: Michael J. Scippa 415 548-0492
Jorge Castillo 213 840-3336

SOURCE Alcohol Justice

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