Greater scrutiny needed of alcohol companies’ use of brand extensions

Hannah Pierce and Julia Stafford
Med J Aust 2021; 215 (7): . || doi: 10.5694/mja2.51255
Published online: 4 October 2021

To the Editor: The extension of alcohol brands to non‐alcohol products has been part of the marketing strategy of some alcohol companies on several occasions.1 Recent examples highlight that this marketing tactic warrants further research and policy attention in Australia. Following the release of a limited‐edition Bundaberg Rum‐branded Ice Break (iced coffee) in Queensland in 2019, the product was rolled out nationally in supermarkets and petrol stations in October 2020. This follows similar examples of alcohol‐branded chocolates, zero‐alcohol beverages, and fragrances.

  • Cancer Council Western Australia, Perth, WA

Competing interests:

No relevant disclosures.

  • 1. Dobson C. Alcohol marketing and young people: time for a new policy agenda. Canberra: Australian Medical Association, 2012. (viewed Feb 2021).
  • 2. Alcohol Beverages Advertising Code Scheme. Adjudication decisions. Stirling: ABAC Scheme, 2021. (viewed Feb 2021).
  • 3. Jones S, Andrews K, Caputi P. Alcohol‐branded merchandise: Association with Australian adolescents’ drinking and parent attitudes. Health Promot Int 2016; 31: 314–324.
  • 4. Reeve B. Regulation of alcohol advertising in Australia: does the ABAC Scheme adequately protect young people from marketing of alcoholic beverages? QUT Law Review 2018; 18: 96–123.
  • 5. Pierce H, Stafford J, Pettigrew S, et al. Regulation of alcohol marketing in Australia: a critical review of the Alcohol Beverages Advertising Code Scheme’s new Placement Rules. Drug Alcohol Rev 2019; 38: 16–24.


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