The introduction of International Beer Day is a serious cause for concern. SAAPA asks how we as a society can sit back and allow this to continue.
Amidst all the public holidays commemorating fallen heroes, highlighting epidemics, raising awareness of social and health issues – suddenly pops up international beer day. Full page articles advertise specials to celebrate international beer day. When did this arrive on our calendar? Did we agree as a society that this is something we want to celebrate? Or is it that the power of alcohol money can create anything they want to, including influencing public culture globally?
It is interesting that it came just days before Women’s day and is in women’s month. Alcohol has long been associated with domestic violence and sexual assault on women. Research shows that alcohol increases the occurrence and severity of domestic violence. In South Africa 65% women experiencing domestic violence in the last 12 months reported that their partner used alcohol before the assault.
Declaring it an international day make beer an acceptable commodity. And of course, drives sales…Is the alcohol industry aiming to institutionalize alcohol and get in as much advertising in the face of a changing, healthier global agenda? And a possible ban on advertising in South Africa?
Governments across the globe has acknowledged the negative impact of excessive alcohol consumption on their populace health and social well-being; and implementing policies to mitigate the economic burden on its expenditure. In South Africa government spent R37.7 b on dealing with the direct and indirect costs of alcohol related harm.
Like the tobacco industry in the 80’s, the alcohol industry is fighting to maintain and increase their profits. The question to us is, do we sit back and let it happen?