Sex, pink and empowerment are used to sell alcohol to women. They don’t always like it

By Kristen Foley, Research Fellow, Centre for Public Health, Equity and Human Flourishing, Torrens University Australia
Belinda Lunnay, Associate Professor of Public Health, Centre for Public Health, Equity and Human Flourishing, Torrens University Australia
Paul Ward, Professor of Public Health, Torrens University Australia

Ellidy pops into the bottle shop on her way out to dinner with friends.

She’s faced with rows of evocative labels – using artwork, imagery and symbols to help portray the essence and style of the alcohol on sale.

She narrows it down by wine variety, something local and in her price range. She chooses between two eye-catching labels: one with vivid pink flowers and another with a young woman’s face on the label, hidden by clouds.

She grabs one she thinks will mean something to the group of people she’s going to see.

Ellidy is a fictional shopper.…

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