Alcohol has been identified by a number of authors as an important factor in the marking of social identity (Hollands, 1995; McCreanor et al., 2005). This is a revelation which has not escaped the producers of alcoholic beverages and their associate marketing departments — consider, for example, the recent advertising campaign from Carling, who suggest that ‘you know who your mates are’, or the sparkling wine that is advertised through the assertion that ‘Lambrini girls wanna have fun’. This appears to be a global strategy, with consumers in the US being told that ‘Great times are brewing’, while Canadians are urged to proclaim ‘I Am Canadian’ (see also McCreanor et al., 2005).
KeywordsSocial Capital Alcoholic Beverage Cultural Competence Underage Drinking Sparkling Wine
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