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What constitutes an alcoholic?

Posted in General, Mel Varley August 3rd, 2007 by Melinda Varley

The government has spent millions of pounds trying to deter us from binge drinking and encouraging us to drink ‘responsibly.’ But is drinks marketing making us question what ‘responsible’ drinking is?

This week Heineken launched an experiential marketing campaign to promote its DraughtKeg. The campaign involves handing out ‘samples’ of Heineken in train stations and supermarkets – often an area of solitude.

It would be unfair to say these drinks are being pushed upon people in experiential marketing, however, they are given to us in situations that we would not usually consider having a drink - begging the question, do we drink for fun or taste?

I had an interesting conversation on Saturday night with a Scottish lad about drinking and what constitutes an alcoholic and do we drink for reasons other than getting into a drunken ‘happy’ stupor?

My theory is it is perfectly fine to drink every single day as long as you don’t start drinking before midday. The Scot’s theory was it was perfectly fine to drink whenever you want as long as you don’t need it to function.

His theory seemed flawed, as most people, depending on what situation they are in, do need (or at least use) alcohol as a social lubricant. Does that make them an alcoholic?

If you take the government’s campaign for example, the ads say you can drink when ever you like, as long as you don’t throw a few punches at your mate later in the evening or jump into your car.

However, it is responsible to encourage people to drink when they are going about their lives in a normal 9 to 5 fashion?

The government crack down on binge drinking and disorderliness in public has had little effect on alcohol brand’s advertising, it may have stopped them from making alcohol ‘sexy’ but it has forced them to be smarter and it certainly hasn’t deterred us from drinking or questioning how much we do drink. Or has it? Would you say no to a free beer on your way to work?