To mark International Women’s Day 2026, Alcohol Forum Ireland released a short video titled “The Alcohol Industry’s Dirty Little Secrets 1,” which examines the marketing strategies alcohol companies use to target women. The presentation argues that as women gained greater economic independence over the past few decades, the alcohol industry identified them as a significant growth market. Consequently, companies began employing targeted advertising, gendered packaging, and social media campaigns, frequently utilizing the language of female empowerment and gender equality to increase product sales.

The campaign contrasts these marketing narratives with concerning global health data regarding alcohol consumption among women. According to the data presented, approximately 46 million women worldwide live with alcohol use disorders, and alcohol products are responsible for 600,000 female deaths globally each year. Furthermore, the video emphasizes that alcohol is a key risk factor for cancer, suicide, and dementia, noting that alcohol-related mortality is currently rising at a faster rate among women than among men.

Finally, the video raises critical questions about the reliability of health information provided by the alcohol industry itself. It cites a 2018 review indicating that the majority of industry-funded organizations misled the public about alcohol-related cancer risks, alongside a 2019 review showing that industry-funded websites often misrepresent or omit evidence regarding the risks of drinking during pregnancy. The presentation concludes by promoting the “i-mark” initiative, which advocates for independence from alcohol industry influence in public health messaging and awareness campaigns.

Find more from Alcohol Forum Ireland (Ireland, March 2026)