Compelling evidence from countries including the United Kingdom (Meads et al., 2023), the United States (Schuler & Collins, 2020) Australia (McNair et al., 2016) and Aotearoa New Zealand (Surace et al., 2019) indicates that LGBTQ+ people consume alcohol in significantly higher quantities and with greater frequency than heterosexual and cisgender people. Alcohol consumption appears particularly prevalent among lesbians and bisexual women, with bisexual women being especially susceptible to alcohol-related harm (Coulter et al., 2018;Shokoohi et al., 2022).
Why are sexual and gender minority people drinking more than others?
For some LGBTQ+ people, alcohol appears to function as a way to cope with the stress of marginalisation and ostracism they experience (Adams et al., 2019, 2022; McNair et al., 2016), although the role of drinking extends beyond coping mechanisms. For many LGBTQ+ people, alcohol serves as a way to enact social status (Adams et al., 2019) while for others, their choice of alcohol helps to communicate and assert their sexual identity as queer rather than heterosexual (Adams et al., 2019; Emslie et al., 2017). Alcohol selection is also associated with gender embodiment and expression, with societal stereotypes of masculinity and femininity influencing not only drink preferences but also consumption levels (Batchelder et al., 2023; Emslie et al., 2017; Hunt et al., 2019).
Drinking also plays a significant role in socialisation and community connection (Emslie et al., 2017; Hunt et al., 2019). For many LGBTQ+ people, alcohol helps them relax and boosts their confidence, making it easier to interact and connect with others (Adams et al., 2022; Hunt et al., 2019). It seems that alcohol consumption in LGBTQ+ communities is closely linked to cultural, social, and identity dynamics, playing a multifaceted role in navigating individual and collective experiences (Hunt et al., 2019). Understanding this requires examining the contexts of drinking, including the influence of drinking spaces and the commercialisation of alcohol within environments (Adams et al., 2019; Grant et al., 2023; Hunt et al., 2019).
The targeting of alcohol marketing to rainbow communities
Drinking among LGBTQ+ people often occurs within the ‘gay scene’ (e.g., gay pubs, bars, and clubs) (Adams et al., 2022). While these spaces have historically provided opportunities to explore and express gender and sexuality beyond heteronormative expectations, they also involve a pervasive drinking culture (Hunt et al., 2019). In this environment, heavy drinking is not only expected but celebrated and actively encouraged through a range of marketing tactics that make alcohol consumption highly appealing (Adams et al., 2019, 2022; Emslie et al., 2017). These tactics range from the sale of drink specials such as two-for-one offers and discounted refills, alcohol-themed games with prizes and alcohol-related competitions, to the hiring of staff provocatively dressed, circulating with trays of drinks to entice people to purchase more (Adams et al., 2019; Whiteley, 2022).
The efforts of alcohol companies to appeal to LGBTQ+ communities extend far beyond their presence in the ‘gay scene’. For example, alcohol companies often sponsor Pride festivals and collaborate with prominent LGBTQ+ celebrities (Adams et al., 2007, 2019; Spivey et al., 2018). Sponsorships and collaborations are effective strategies that allow companies to increase the visibility and recognition of their brands, leveraging the influence and popularity of LGBTQ+ celebrities to enhance the appeal and acceptance of their products (Adams et al., 2007, 2019; Spivey et al., 2018). It is common for alcohol brands to release limited-edition packaging, such as Pride-themed bottles, or introduce entirely new products that claim to honour or celebrate LGBTQ+ communities (Atkinson et al., 2022). These marketing strategies aim to create a sense of connection between the products and the cultural identity of the audience, presenting an image of inclusivity, support, and commitment to diversity (Atkinson et al., 2022).
Furthermore, alcohol companies often implement ‘corporate social responsibility’ initiatives that are positioned as benefiting LGBTQ+ communities (Mialon & McCambridge, 2018; Yoon & Lam, 2013). However, these initiatives often function more as forms of ‘indirect brand promotion,’ serving the companies’ public relations interests rather than reflecting genuine philanthropic efforts (Mialon & McCambridge, 2018; Yoon & Lam, 2013). These initiatives have the ability to divert attention from the negative impacts of alcohol while driving brand recognition, sales, and consumption. They can also help companies pursue political and economic objectives, such as reducing the likelihood of government regulation (Mialon & McCambridge, 2018; Yoon & Lam, 2013).
What we did in our study
We conducted a structured online search to identify publicly available alcohol industry documents (published between 2017 and 2023) that outlined the industry’s marketing strategies targeting LGBTQ+ people (see Lyons et al, 2024). We aimed to identify the key discourses employed by alcohol companies, examine how they position various groups, and explore the broader functions of these discourses. Discourses are broad ways of speaking, a system of language practices, that construct meanings, objects and worlds within specific social, historical, and cultural contexts; discourses do particular things and function in particular ways, including to position both the speaker and those they speak about (Parker, 2014).
What we found – alcohol companies as supporters and allies with shared values
Alcohol companies drew on three primary discourses when describing how they engage with the LGBTQ+ market and communities, as follows:
- Exceptional support and pioneering philanthropy; companies not only framed their contributions to LGBTQ+ causes as ‘exceptional’ but also positioned themselves as pioneers of these initiatives. By presenting themselves as ‘long-standing supporters,’ they enhance their brand’s reputation and credibility, distinguishing themselves from competitors who merely follow current trends.
- Genuine allyship: Companies showcased their certifications and training programmes that make their businesses more LGBTQ+-friendly, reinforcing their image as authentic and committed allies.
- Shared values: Companies claimed to embody the same principles and values as those of LGBTQ+ communities. This value alignment creates a positive image of their brand, fostering a sense of connection with these communities and enhancing the appeal of their products within this market.
Deflecting accusations of rainbow-washing
The discourses we identified enabled alcohol companies to deflect attention from their own rainbow-washing and exploitative practices, allowing them to appear genuinely invested in LGBTQ+ causes while benefiting financially. By framing their engagement as socially responsible, they navigate the tension between performative allyship and profit-driven motives. Some industry documents explicitly constructed LGBTQ+ communities as a ‘key market,’ yet companies position themselves as allies rather than opportunists by emphasising shared values and sincere commitment.
Implications
Our research highlights the need for a more rigorous examination and evaluation of how alcohol companies engage with LGBTQ+ communities. Given the higher rates of alcohol consumption and related harms among LGBTQ+ populations, the deliberate promotion of alcohol within these communities, masquerading as ‘social responsibility’ while prioritising financial gains, raises both ethical and public health concerns. This underscores the urgency for stronger advocacy and regulatory measures to combat rainbow-washing in alcohol marketing.
Written by Dr Sandra Souto Pereira and Professor Antonia Lyons, Centre for Addiction Research, Social and Community Health, University of Auckland.
All IAS Blogposts are published with the permission of the author. The views expressed are solely the author’s own and do not necessarily represent the views of the Institute of Alcohol Studies.
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