From malicious advertising to the increasing price of childcare, there are several reasons to blame for America’s relationship with alcohol. What can be done about it?

Read time: approx. 8 minutes

In America, it is increasingly evident that the attitude surrounding alcohol and alcoholism isn’t met with the necessary level of concern. There is both a lack of effective messaging and restrictions from the government, as well as a lack of support for the growing responsibilities Americans face. These increasingly prevalent factors have influenced the cultural normality of alcohol, which has dangerous consequences for everyone.

Alcoholism has been a growing problem in the United States for the last century with few successful attempts to minimize its spread. There have been an estimated 95,000 alcohol-related deaths in America each year, making it the third “leading cause of preventable death” (“Alcohol Facts and Statistics,” 2022). Thus, it is vital to explore the history of alcoholic substances to understand how addiction permeates western society.

Alcohol has played a role in almost every human culture since the dawn of recorded civilization. Historical evidence shows that the substance has been used in social activities for centuries, dating back to as early as 4000 BCE (SIRC). The surrounding culture of consumption and behavior has often dictated feelings regarding alcohol.

However, even after hundreds of wars, famines, economic crises, and religions, alcohol has retained a strong cultural significance among humans. This is primarily because “drinking has always been a social activity” (“Have We Become,” 2022). It is the keystone of many social events, particularly in the western world. Sports games, weddings, house parties, and celebrations are just a few of the common social gatherings that often feature alcoholic beverages. Thus, it makes it ‌easy to turn a blind eye to the severe epidemic of alcohol addiction spread throughout society.

In addition, misinformation has remained a dangerous variable in the equation of alcohol abuse. For decades, there has been an emphasis on the health benefits of alcohol. Various studies informed the public that alcohol was good for the heart. The idea seized the west, and it became commonplace to see talk shows like the Today Show having morning segments featuring hosts with their daily glass of wine. Even though both hosts admitted in 2013 that they do not “[drink] anywhere near what people think [they] drink” and that they will often only have a few sips, the message is still loud and clear to viewers (Duerson). The “prop” still successfully and subliminally convinces their audience that it is appropriate to be drinking wine every morning each day. It is just one of the many dangerous influences on American culture that lets others think casual day drinking is typical.

Countering this misinformation, advancements in research have helped scientists conclude that there are no perceivable benefits to drinking alcohol. It was once a commonly pushed rhetoric that alcohol, specifically red wine, is good for the heart. However, this position “has been revised” (NHS). According to the NHS, there is “no safe drinking level.”

Despite the scientific acknowledgment that there aren’t benefits to drinking alcohol, the evolution of alcoholism in Western society has reached a dangerous peak. Though, it is not an issue that only affects groups like single, middle-aged men or young college students. It also exists in millions of traditional American households, proliferating more recently due to the heightening impact of daily parental responsibilities. In the height of an economic era that doesn’t prioritize a work-life balance, “modern parenting has become a more all-consuming, and isolating, job than it used to be” (Fetters). The current unaffordability of living in America makes it unrealistic to suggest any parent stay home to take care of children. In addition, Americans don’t get a lot of time off. The majority of the labor force gets about ten vacation days annually, which doesn’t allow for much time to unwind from a year’s worth of anxieties. The rising price of childcare is also an issue, leaving ‌few remaining support systems for parents. In America, grandparents aren’t as likely to aid in childcare compared to grandparents in countries like Italy (Krogstad). Pew Research speculates that this may be because of the number of “American grandparents [that are] more likely to still be working full-time jobs themselves” (Fetters). Thus, with ‌these societal and economic stresses on parents leaving them with little time to relax, it makes sense that many would turn to wine for relief.

These issues exist in conjunction with the government’s neglect of apt alcohol-related messaging, which has turned functioning alcoholism into a normalized past-time. The most prominent example of this is a rising trend referred to as “wine moms” (Harding). It is a culture that coexists with the overworked societal model in America and is driven by the idea of “self-care without guilt”–which many women find is only achievable through “wine o’clock” (Harding).

The growth of “wine mom” culture quickly turned into an industry of pro-alcoholism marketing that has inspired unhealthy habits among middle-aged women. An account from journalist Irina Gonzalez explained how she would wind down with a glass or two each night, but it progressively got worse until she “was drinking not one bottle a night, but two–or more.” This knowledge coincides with the 50% increase in alcohol-related ER visits, especially prominent in women, in recent years (NIH).

It is not surprising that this middle-aged mom habit has grown so popular when overlooking America’s habits‌. In American culture, excess seems to be a serious issue. Pertaining to calculating risk, Stanford University researchers found ‌many Americans believe that 3 to 4 drinks a day, 14 grams each, is an acceptable amount (Conger). Comparatively, France’s average drink size is 10 grams, and the United Kingdom’s is 8 grams.

It raises the question–what can be done about this? There are several contributing factors to the rise in alcoholism that need to be addressed. One of the most prevalent reasons has to do with how little concern many alcoholic beverage companies pay to the well-being of society. A study in 2006 found that the more alcoholic advertisements young people saw, the more often and heavier they were to drink (Snyder). Addictive Behaviors Reports also found that the advertising budget of beer companies “strongly predicted the percentage of students who had heard of, preferred, and tried” specific brands (Gentile). Alcohol brands have also attempted to cater to not only a male audience with suggestive themes, but also have also created specific products “primarily for females: sweeter, fizzier, and marketed as more ‘feminine’ drinks” (New York Times). Regardless of the target audience, the tropical designs, suggestive themes, and humorous taglines quickly rid viewers of caution. The sale of alcohol is an enormously affluent industry, generating approximately 25.2 billion dollars in revenue in 2021 in the United States. Naturally, it is in the economic favor of alcohol companies to continue pushing their product even if it raises a moral dilemma. 

With alcohol being one of the leading causes of death in America alongside tobacco use, one might assume that officials would treat it with the same attentiveness. When cigarettes were recognized as a life-threatening substance, restrictions were imposed on them that reduced the vibrant color theme, introduced clear warning labels, and restricted advertisements for them. Alcohol only has a simple warning on the back of the label noting a government warning towards pregnant women and drivers. Given the logic behind restricting cigarette advertisements, it makes sense that the government would proceed by introducing regulations that protect its citizens from the false message that alcohol is beneficial or safe.

However, America has few restrictions regarding what alcoholic beverage brands can and cannot do. According to the Federal Trade Commission, “No more than 28.4% of ad audience may consist of people under 21” (Alcohol Advertising). Additionally, advertisement designs should not‌ appeal to those who are underaged. Though these seem like beneficial guidelines to have, they are not nearly enough. The policies are unregulated and often do not accurately account for underaged viewers—for example, ads on public transit that are used by students. Ads will also intentionally target disadvantaged Black and Hispanic neighborhoods in which unhealthy foods and alcohol are more likely to be found (Wilson). It is a malicious tactic that requires further intervention.

This is where the federal government should step in. For example, pricing policies would be an effective method of discouraging drinking, whether that be “establishing minimum prices for alcohol where applicable” or “providing price incentives for non-alcoholic beverages” (“10 areas,” 2019). Additionally, implementing ad restrictions regarding sponsorship activities promoting alcoholic beverages as well as alcoholic promotions that feature activities for young people. It is also important to regulate the location of some alcoholic advertising. For bars and restaurants, the government could enforce laws “against serving to intoxication and legal liability for consequences of harm” (“10 areas,” 2019).

The government should not only take preventative safety measures but also consider implementing various other long-term methods to treat alcoholism. Right now, one of the biggest current disadvantages of inpatient rehabilitation is how expensive it can be. Stretching from 30 to 90 days, treatment can cost anywhere from 6,000 to 60,000 dollars depending on the program and length of stay. With the social stigma around treatment, it makes it difficult to start recovering. It is not uncommon to see slogans like “AA is for quitters”–referring to Alcoholics Anonymous, a support group that encourages sobriety. It would likely help people feel less alone in their struggle if there was more funding for these services. Then, they could concentrate better on their healing and less on the financial struggles they might experience by being out of work for several months or the cost of treatment. The funding could be collected by revenue from enforcing higher alcohol taxes–which also serves as a means of price regulation.

So, why is it so important that alcoholism is treated seriously by both the government and the world? It is simple for many to disconnect themselves from the thousands of deaths by suicides related to alcohol, but it is not as easy to ignore when acknowledging that alcoholism’s severe consequences can affect anyone. Assistant professor at Yale’s School of Public Health, Yusuf Ransome, said, “Alcohol kills many more people than many may realize. It is a major contributor to deaths linked to physical injuries, interpersonal violence, motor vehicle crashes, self-harm, and other harmful outcomes” (Ndugga). However, he notes that “we rarely see the long-term health impacts of excessive alcohol use.”

Acknowledging the rate of alcoholism, some individuals argue that it would be more beneficial to have fewer restrictions regarding alcohol. For example, lowering the minimum drinking age to 18. A 23-year-old reader of the news outlet The Guardian noted ‌she felt like the 21-year-old age limit just encourages teens to be sneaky about their alcohol use (Marsh). This point raises valid concerns, as there is evidence that suggests it puts underage drinkers at a greater health risk when they have to avoid situations involving police. However, there is a motive behind this restriction. Alcohol-related car accidents are disproportionately high in the 16 to 21 age group now–and the numbers were even worse during the 1960s and 70s before the drinking age was increased. After this increase, states like Minnesota “recorded a sizeable drop in young driver deaths and accidents” (The Guardian). To protect the inevitable underage drinkers, other states could follow suit of New Jersey which, in 2021, removed all penalties for underage drinking other than warnings.

Additionally, it’s worth mentioning that in every country with a national alcoholism rate as high as 20%, they do not have a minimum legal drinking age. Thus, it is likely that reducing the age restriction in the U.S. would not have a positive outcome.

Others against restrictions make the case that prohibition didn’t work for the United States once, so it won’t work again. The suggestion of restrictions does not outlaw drinking altogether. Instead, it suggests safer drinking conditions, offers further support for people, and limits alcoholic marketing from targeting the wrong people.

Some assert that money allocated by the government towards anti-alcoholism programs could be better spent elsewhere, like on education. While there is immense value in funding education, these treatment programs would give many people a new chance at life–and education–that would not have been possible before battling their addiction.

A multitude of factors contribute to the ever-growing rate of alcoholism in America. It is a trend that will only cease with better funding for treatment programs, less malicious advertising, more warnings about the harm of alcohol, and fewer economic pressures on families. It is the responsibility of the government to establish further regulations, and it should be the goal of all people to educate themselves and others on the dangers of alcohol abuse.

Works Cited

“Alcohol Advertising.” Federal Trade Commission Consumer Advice, Sep 2013, http://www.consumer.ftc.gov/articles

“Alcohol Facts and Statistics.” National Institute on Alcohol Abuse and Alcoholism, March 2022, http://www.niaaa.nih.gov

Conger, Krista. “Low-risk drinking guidelines vary widely among countries.” Stanford Medicine, 12 April 2016, http://www.med.stanford.edu/news

Fetters, Ashley. “The Many Faces of the ‘Wine Mom’.” The Atlantic, 23 May 2020, http://www.theatlantic.com

Gentile, Douglas A. et al. “Beer advertisements and adolescent drinking knowledge, expectancies, and behavior.” Addictive Behaviors Reports, vol. 10, 2019, doi.org/10.1016/j.abrep.2019.100226.

“Groups to NYC Council Members: Stop Alcohol Advertising to Kids on Public Transit.” 6 April 2017, http://www.sipcw.org

Harding, Kelly D. et al. “#sendwine: An Analysis of Motherhood, Alcohol Use and #winemom Culture on Instagram.” Substance Abuse: Research and Treatment, 5 May 2021, doi.org/10.1177/11782218211015195.

“Have We Become a Culture of Alcoholics?” Laguna Treatment Hospital, 2 May 2022, http://www.lagunatreatment.com/alcohol-abuse/culture/

Hess, Abigal Johnson. “Here’s how many paid vacation days the typical American worker gets.” CNBC, 6 July 2018, http://www.cnbc.com

Krogstad, Jens Manuel. “5 facts about American grandparents.” Pew Research Center, Sep 13 2015, http://www.pewresearch.org/fact-tank/2015/09/13/5-facts-about-american-grandparents/

Marsh, Sarah. Stefanou, Eleni. “Which countries have the worst drinking cultures?” The Guardian, 15 April 2016, http://www.theguardian.com/society

“NIH Study shows steep increase in rate of alcohol-related ER visits.” NIH, 12 Jan. 2018, http://www.nih.gov/news-events

Ndugga, Nambi. Frakt, Austin. “What’s Behind the Growth in Alcohol Consumption?” The New York Times, 19 April 2021, http://www.nytimes.com/2021/04/19/upshot/alcohol-deaths-pandemic.html

Snyder, Leslie B. et al. “Effects of Alcohol Advertising Exposure on Drinking Among Youth.” Archives of Pediatrics and Adolescent Medicine, vol. 160, no. 1, 2006, doi:10.1001/archpedi.160.1.18

“Social and Cultural Aspects of Drinking.” SIRC, 1998, http://www.sirc.org

Sutherland, John. “One call unites US university leaders: let our students drink.” The Guardian, 11 Sep 2008, http://www.theguardian.com/education

“10 areas governments could work with to reduce the harmful use of alcohol.” WHO, 10 July 2019, http://www.who.int

“The Risks of Drinking Too Much.” NHS, 23 May 2019, http://www.nhs.uk

Wagenaar, A C et al. “Public opinion on alcohol policies in the United States: results from a national survey.” Journal of public health policy. 2000; vol. 21,3

Wilson, Rick T. et al. “Targeting of Outdoor Alcohol Advertising: A Study Across Ethnic and Income Groups.” Journal of Current Issues & Research in Advertising, vol. 33, no. 2, 2012, 10.1080/10641734.2012.700800