Liquorland shamed over reckless drinking ads
The Alcoholic Beverages Advertising Code, led by its chief adjudicator and former Keating government attorney-general Michael Lavarch, has admonished five Liquorland ads that revolved around scenes of young adults partying, playing sport and engaging in social activities while grasping large quantities of wine, spirits or beer.
The ads, shown in January, sparked 49 complaints to ABAC, most concerning the depiction of young people drinking or gathering up large quantities of alcohol, the promotion of excessive drinking and alcohol-fuelled parties.
The complaints also raised the fact the ads were shown in the afternoon with an audience of all ages.
"The ad is contrary to the aim of preventing the deaths of young people through binge drinking, the need to consume alcohol to have a good time and to warn of the dangers associated with swimming etc and alcohol," one complaint read.
During one scene Matt Skinner, a sommelier and wine author who advises the Coles-owned Liquorland on wine, is seen clutching four bottles of wine, two in each hand, and leaving a store with two carrier bags that can hold a dozen bottles.
In its defence Coles said Liquorland - which has 633 stores - considered it had acted responsibly at all times and that it was reasonably apparent the advertising did not amount to a breach of ABAC when taking the content as a whole.
"The advertisements were intended to capture the Australian values of optimism, warmth, free-spiritedness and sharing great times with friends and had a theme of togetherness, camaraderie and group activity."
ABAC said all the ads failed to represent a balanced and responsible approach to consumption and encouraged excessive drinking.
Frequently Asked Questions about this Article…
ABAC (the Alcoholic Beverages Advertising Code) found Liquorland in breach of its voluntary code, admonishing five TV ads for encouraging binge drinking, depicting underage or young people drinking, and portraying an improper link between alcohol and sport. ABAC said the ads failed to represent a balanced and responsible approach to consumption.
The Alcoholic Beverages Advertising Code (ABAC) is overseen by a chief adjudicator. The Liquorland decision was led by ABAC's chief adjudicator, Michael Lavarch, who is a former attorney-general in the Keating government.
ABAC admonished five Liquorland television ads. Those ads prompted 49 complaints to ABAC, many of which raised concerns about depictions of young people drinking, promotion of excessive drinking and alcohol-fuelled parties.
The contested scenes showed young adults partying, playing sport and socialising while holding large quantities of wine, spirits or beer. One scene shows sommelier Matt Skinner clutching four bottles of wine and leaving a store with carrier bags that could hold a dozen bottles. Complaints also noted the ads promoted excessive drinking and alcohol-fuelled parties.
Coles defended Liquorland, saying the retailer had acted responsibly and that, when taken as a whole, the advertising did not amount to an ABAC breach. Coles said the advertisements were intended to capture Australian values of optimism, warmth, sharing good times and togetherness.
The ads were shown in January and were broadcast in the afternoon. Complainants raised concerns because the afternoon audience included viewers of all ages, increasing the risk that young people would be exposed to depictions of drinking.
The article notes Liquorland is Coles-owned and operates 633 stores. Everyday investors may find it relevant that a national retail chain of that scale received an ABAC admonishment and public complaints about its national TV advertising.
The article highlights that ABAC admonished Liquorland ads for failing to promote a balanced, responsible approach to alcohol consumption and that the ads generated 49 complaints. For investors, this is a factual signal that marketing practices and public reaction can draw regulatory scrutiny and reputational attention—details investors may want to monitor as part of assessing company risk.
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