Frankly, in the context of the recent gang rapes of drunk girls (Steubenville, West Auckland's Roast Busters and Halifax, to name a few of the most shocking) liquor marketers should start thinking about the optics and their own fairly flimsy commitment to responsible drinking. Thus far, responsibility has generally been translated into talk of driving and personal health. But corporate social responsibility needs to extend towards perpetuating dangerous attitudes about women, too. And booze marketing is full of them, although, this, by far, is the most offensive I've ever seen.
Christine Sismondo is the author of America Walks into a Bar: A Spirited History of Taverns and Saloons, Speakeasies and Grog Shops (Oxford University Press) and Mondo Cocktail: A Shaken and Stirred History, a discursive history of cocktails and spirits.
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