DISTILLING THE TRUTH ABOUT ALCOHOL ADS

Business leaders, elected officials, and community activists were asked questions concerning the marketing of beer and liquor to minorities. Some representative responses were presented. Henry J. Pomeroy of Hiram Walker responded that approximately 10% of their total media advertising is designated annually to minorities. The recently established Hiram Walker Foundation is dedicated to the support of minority education, especially in the food service and retail industries. Jeffrey G. Becker, vice president for Alcohol Issues of the Beer Institute, related that a significant body of research shows no link between advertising and alcohol abuse. Elaine M. Johnson of the Alcohol, Drug Abuse, and Mental Health Administration noted that advertising that targets low-income, urban areas can be particularly harmful because inner-city populations already suffer disproportionately from numerous health problems.