Opinion: With new alcohol guidelines and dry January, liquor firms are in for a reckoning

With new alcohol guidelines and dry January, liquor firms are in for a reckoning

Put aside how you feel about Health Canada’s sanctimony. What’s remarkable here is that, rather than bellying up to the bar to defend a sector that generates US$88-billion a year in revenues in the U.S., the alcohol industry is engaging in a sort of “if you can’t beat ‘em, join ‘em” self-flagellation.

Tito’s, the Texas-based vodka maker, is among the prominent brands to lean into Dry January. It teamed with homemaking maven Martha Stewart for a tongue-in-cheek advertising campaign recommending ways to use vodka when you aren’t supposed to be drinking it. The ads offer tips such as adding vodka to pasta sauce, spraying it on windows or plants or applying it to stinky sneakers to remove odour.

Gone were testimonials from doctors pooh-poohing medical claims that smoking caused cancer. Gone were ads with suave gents and sleek ladies promoting a glamorous lifestyle in which cigarettes always figured prominently. In their place came images and slogans that now seem ridiculous and naive. Alcohol is, of course, not tobacco. Experts are split on the value of both Dry January and Health Canada’s new ultra-moderate guidelines.

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