Episode Transcript
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Speaker 1 (00:01):
Welcome to the Stop
Drinking Podcast, where we help
you make stopping drinking asimple, logical and easy
decision.
We help you with tips, toolsand strategies to start living
your best life when alcohol free.
If you want to learn more aboutstop drinking coaching, then
head over to wwwsoberclearcom.
(00:22):
Have you ever wondered whoreally pours your drink?
Well, behind the pretty labelsand drink responsibly slogans
lurks a global machine that'shooking new customers, shaping
the science and even sneakinginto schools.
Today we are pulling back thecurtain on big alcohol's darker
secrets, and the firstdisturbing reality is this Most
(00:43):
of the alcohol that you drink,no matter the brand, traces back
to just a handful ofmultinational giants quietly
consolidating power and limitingwhere your booze really comes
from.
See, over the years, thealcohol industry has gradually
become dominated bymultinational companies.
In certain beverage categories,a handful of companies control
as much as half the worldwidemarket.
So, against a background ofever-increasing range of brands
(01:06):
and beverages, which we'll cometo shortly, the reality is that
the actual ethanol in the drinksis coming from an
ever-decreasing number ofsources.
These are industrialconglomerates that you've
probably never heard of.
They make ethanol inmind-boggling quantities.
Most of it actually ends up asfuel in your car, while some is
diverted to the alcoholicbeverage industry.
Add a generous sprinkling ofcolourings, sweeteners,
(01:28):
preservatives and hundreds ofother chemicals and voila in
your glass, ready to enjoy.
The second disturbing reality isthat their drink-responsibly
messages are no noble publicservice.
Instead, these campaigns arecarefully engineered, soundbites
, misleading and never clearlydefined, ensuring that nearly
everybody thinks that they'resipping responsibly, while real
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harm goes unchecked.
Now did you know that thisslogan has been conceived and
promoted by the alcohol industry?
In fact, they've even funded it, which is exactly why it's
become such a dominant meme insociety.
This is backed up by bigdollars and disseminated by
countless alcohol-fundedorganisations and so-called
independent charities.
The problem is that it's set upto fail.
(02:09):
You see, while the word drinkis very straightforward and
unambiguous, the second one,responsibly, is almost never
defined Meaning.
There is no specific, practicaland actionable information for
the consumer, and many drinkerscome to believe that as long as,
for example, they're nottotally losing control or
causing harm to other people,they're drinking responsibly.
In the UK, research found that9 out of 10 drinkers think that
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they are drinking responsibly.
Even among those who describethemselves as heavy drinkers, 1
out of 3 believe this as well.
This empty phrase, along withall the others, like enjoy
responsibly, drink smart or knowwhen to stop ultimately serve
only to build credibility andadvertise the product.
It's also the industry's way ofsignalling that they're playing
ball, that self-regulation isworking and no further
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government legislation orregulation is necessary.
These campaigns are theindustry's defence against
effective measures that wouldmake a difference but hurt their
bottom line during the process,things like increasing tax,
banning advertising andrestricting the sale of
alcoholic beverages.
Various independentorganisations are now calling
for an end to thedrink-responsibly messaging as
the first step towards publicpolicy interventions that will
(03:15):
actually work.
The third disturbing reality isthe creation of gateway products
aimed at hooking the young andunderage.
Sweet, candy-like concoctionsdisguised as starter drinks
flood the market, lowering theage at which kids take their
first sip.
They're locking in customersbefore they're old enough to
understand the risks.
Up until a few decades ago,most of the booze on the market
boiled down to three categoriesWine, beer and distilled spirits
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like vodka or gin.
All that changed in the 1980swhen the industry launched a new
class of products, so-calledflavoured alcoholic beverages.
These started with wine coolersin the United States and
Alcopops in the UK.
Today there are countlessproducts, including supersized
Alcopops, hard seltzers,ready-to-drink cocktails and so
on.
What these drinks have incommon is their relatively low
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alcohol content, sweet taste andmarketing as products for quote
entry-level drinkers.
It's basically soda pop withalcohol, and the end result has
been predictable.
While the industry is publiclysignaling its commitment to
fight underage drinking, thishas actually exploded.
In the US, alcohol is the drugminors consume the most, far
exceeding tobacco and marijuana.
The average age someone hadtheir first drink fell from 17.5
(04:22):
in the 1960s to less than 16today, and one recent report
found that nearly half of allcalls to poison control centres
involve underage drinkersconsuming these beverages.
Now the fourth disturbingreality lies in the secrecy
surrounding ingredients andprocesses.
With lab-engineered flavors,stripped-down malt bases and
questionable additives, thesedrinks are crafted behind a veil
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of regulations that leaveconsumers utterly in the dark
about what's actually insideeach bottle or can.
The rise of flavored alcoholicbeverages has had a terrifying
result.
When you have one of thesedrinks, you literally have no
idea what's in the bottle.
For legal purposes in theUnited States, these drinks are
generally treated as beer.
To comply with this, themanufacturers start with a malt
base, which they strip of thearoma and taste.
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They then add all sorts offlavours and colourings, as well
as distilled alcohol.
But in many cases, the largemajority of the alcohol content
comes from these added distilledsources, in violation of the
regulations, and nobody has anyidea what's in the stuff.
Unlike foods and non-alcoholicbeverages in the US, alcohol
makers are not legally requiredto list all the ingredients on
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the label.
This is an unfortunateconsequence of the fact that
these drinks are regulated bythe Bureau of Alcohol, tobacco
and Firearms instead of the FDA.
As if this wasn't bad enough,alcohol companies will also
often misleadingly use the namesof their distilled spirits when
promoting some of theseflavoured drinks.
They can trick consumers intothinking they're getting a
lighter version of thewell-known distilled spirit
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brand.
This marketing gimmick isfurther compounded through the
use of phrases like taste likerum, the flavour of brandy and
so on.
But these drinks have nothingin common with vodka, rum or any
of the other distilledbeverages.
They are literally developed inlabs by scientists and
technicians in white coats.
The fifth disturbing reality istheir insidious funding of
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research by bankrolling certainstudies while ignoring others.
Big alcohol skews the science,perpetuating comforting myths.
So you've no doubt heard thatlow or moderate alcohol
consumption will benefit yourheart, right?
Well, it's simply not true.
This myth has been sustained,in part due to the industry's
decade-long funding of academicresearch into alcohol's health
effects.
(06:30):
This is in a very similarmanner to what the tobacco
industry was doing 50 or 60years ago.
Now this doesn't generally workthrough outright fraud, like
falsifying the numbers or makingup data.
It doesn't have to.
It's simply a question ofresearchers following the
industry money.
If the money is in researchingalcohol's very ambiguous
positive effects on the heart,then that's what you'll study,
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instead of something morerealistic like, say, alcohol and
cancer or alcohol and yourliver.
The other crucial point is howyou set up the study and how you
design it, and what statisticalmeasures that you use, and so
on.
A notorious recent episode inthis story was the so-called
Moderate Alcohol andCardiovascular Health Trial,
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which was prematurely terminatedin 2018.
This National Institute ofHealth study was intended to
study the possiblecardioprotective effects of
alcohol at low doses.
It would recruit 7,800volunteers, who would be
randomly assigned to one of twogroups.
In one group, volunteers woulddrink no alcohol at all, and in
the other, they would have asingle alcoholic beverage of
their choice every day.
They would then be followed upfor six years, at the end of
which the two groups would becompared.
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This comparison would determineif the moderate alcohol
drinkers came out with strongerhearts.
Roughly two-thirds of the 100million budget came from
industry giants likeAnheuser-Busch, carlsberg and
Diageo.
The damning internal reportthat led to the trial's
termination found that some ofthe researchers, many of whom
had financial ties with theindustry, kept key facts hidden
(07:54):
from their colleagues See.
The interactions between theresearchers and the industry
representatives also appeared tointentionally bias the study
towards quote demonstrating abeneficial health effect of
moderate alcohol consumption.
The report also noted that,incredibly, the study endpoints,
in other words, the healthparameters that would be
assessed at the end of the sixyears, did not include heart
(08:15):
failure.
The study was also too shortand too small to detect cancer
incidence.
This set it up to find benefitsbut miss potential harms.
And this is how the industrycorrupts science Work with
selected researchers, select afavourable topic, pick a design
and then throw massive funds atit.
Now the sixth disturbing realityemerges from sports field and
(08:36):
arenas.
By pumping millions intosponsorship, these companies
forge a false link betweendrinking and athletic excellence
, bypassing restrictions onadvertising to young audiences
and planting the seeds of brandloyalty before kids reach
adulthood.
Listen, when you think about itfor a minute, it's difficult to
find two worlds that are morefar apart and incompatible than
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booze and sports.
Drinking is basically one ofthe most effective ways to
guarantee that you won't dosports.
It will bog you down, it'll sapyour energy, it'll wreck your
sleep, tax your heart.
So on the face of it, it'ssomewhat of a mystery why the
alcohol industry is so heavilyinvested in sports advertising.
In the US alone, alcoholbeverage brands spend nearly
half a billion dollars a yearsponsoring major leagues like
(09:18):
the NFL, nba and Major LeagueBaseball.
And here's what's crazy Between8-10% of these leagues' total
sponsorship revenue is comingfrom the alcohol industry.
Globally, this figure might beas high as 20%.
The industry gets a massivereturn on this money.
Repeated exposure to thesemessages during sporting events
has been shown to havelong-lasting effects on consumer
(09:38):
behavior.
See consumers unconsciouslyassociate watching their sport,
especially their favorite teamor player, with drinking.
So presenting booze alongside ahealthy activity like sports
also helps normalize it, makingit appear less toxic and more
acceptable.
But more insidiously, sportssponsorships allows the industry
to bypass various restrictionson alcohol advertising, in
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particular the restrictionsrelated to minors.
You see in many countriesaround the world.
Direct alcohol advertising isprohibited during daytime hours,
when children are typicallyawake, but most sporting events
are usually held and televisedduring the day.
Children watching, whether theyrealise it or not, will be
bombarded by this constantadvertising.
It's setting the stage forearly initiation into alcohol.
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This is the reason countrieslike France move to completely
ban alcohol advertising in sport, while others like Norway and
Turkey have placed severerestrictions on it.
Now the seventh and finaldisturbing reality is that
they've infiltrated our schools.
Masquerading as educationalinitiatives, these programs are
training the next generation toview alcohol as just another
normal part of life, quietlyensuring that their products
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remain central in our culture,starting with the very young.
Now, of course, they don't dothis directly, but through
charities and other frontorganizations that are set up
and largely funded by theindustry.
This is another example of theindustry presenting themselves
as part of the solution ratherthan the problem.
For example, thewell-publicized Smashed Project
is an internationaltheater-based educational
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program operating in variouscountries around the world.
It organizes workshops forstudents and offers a
certificate at the end.
The stated goal is to discourageunderage drinking, but what you
won't find on their website isthat they are actually funded by
the industry.
Schools in the UK, ireland andAustralia have also been
infiltrated by alcohol-backedcharities whose stated goals are
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always the same Inform studentsabout the dangers of underage
drinking and promote responsiblebehaviours.
In reality, the main goal is toprepare the next generation of
lifelong customers, familiarisethem with the product and
normalise consumption.
It also frames the industry asresponsible, proactive
stakeholders in order topre-empt legislation that would
make a real difference.
It's more or less the sameagenda as the Drink Responsibly
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campaign.
This has led to independentresearchers and campaigners
demanding an end to these trulydespicable programs.