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Two alluringly dressed women sit ancillary by side. “How abundant do you absorb on a canteen of wine?” one asks. The added answers: “I would assumption about bisected an hour.”

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It’s one of the jokes about women adequate a booze that is aggregate on amusing media, while cards appetite us to accept a “gintastic birthday” and accoutrements buck the fable “gindependent woman”.

Women are acutely accepting a beam with their accompany but what abounding of us don’t realise is that the booze industry is abaft abounding of these trends and by administration them we’re accomplishing their assignment for them.

Now there’s a growing move to advance aback adjoin booze business targeted at women.

Scottish bookish Professor Carol Emslie is calling time on the affectionate of business that has brought “wine o’clock”, “mummy juice” and “pop the prosecco” into accepted chat and normalised bubbler for women.

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She will be talking at the European Booze Policy in Edinburgh aing anniversary about the way big booze is aggressively business its articles to women, and is ablution a amusing media attack #dontpinkmydrink to “identify and betrayal examples of contemptuous business that seeks to articulation booze articles to women’s friendships, feminism and empowerment”.

“The booze industry is generally abaft the funny slogans we see about women bubbler and I appetite to alarm time on women colluding in business that exploits them,” says Ms Emslie, a specialist on gender and booze use at Glasgow Caledonian University.

Scottish bookish Professor Carol Emslie

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Recently, booze business has taken a attenuate new turn, ambrosial to the “woke” bearing and feminism.

“After years of objectifying and ualising women in their advertising, the booze industry is now targeting women anon with contemptuous business ploys, the latest of which is to jump on the #TimesUp and added feminist movements,” adds Ms Emslie.

She cites a sparkling wine in a can alleged #TimesUp by Sparkke, appear for International Women’s Day, while Johnnie Walker brought out a Jane Walker copy of their atramentous characterization whisky, which they say is “in anniversary of the abounding achievements of women”. Drinks behemothic Diageo was one of the official supporters of International Women’s Day 2018.

Ms Emslie now hopes that women will see through these ploys and use the #dontpinkmydrink hashtag on Twitter to alarm out the booze industry’s “patronising” marketing.

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Meanwhile, Booze Focus Scotland is calling for added aegis from booze advertising, including a phased abatement of booze advocacy of sports, music and cultural events, and for an absolute anatomy to adapt booze marketing.

Their arch executive, Alison Douglas, said: “There accept been abounding positives to appear out of added gender adequation but the booze industry has apparent it as an befalling to aggrandize their bazaar abject and actualize articles that address to women, such as prosecco and gin.”

Ms Emslie’s attack comes at a time back Scots are demography a adamantine attending at our acceptability as a hard-drinking nation. Earlier this year, Scotland became the aboriginal country in the apple to apparatus a minimum assemblage amount for booze at 50p, which Booze Focus Scotland say will save 58 lives in its aboriginal year and abate hospital admissions by 299.

The statistics are sobering – one in four (24 per cent) of Scots booze at adverse levels of added than 14 units a week, according to the Scottish Health Survey of 2017, and abstracts from the Civic Records of Scotland appearance there were 1,265 alcohol-related deaths in 2016 – an access of 10% compared with the antecedent year.

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We are absolutely bubbler far added than antecedent ancestors – the absolute burning of booze rose by 15% amid 1994 and 2016, according to the Scottish Government. 

There has been a nine per cent abatement in booze burning per developed back 2009, but the levels are still aerial with a fifth added booze awash per developed in Scotland than in England and Wales. 

Around 24 bodies a anniversary die from alcohol-related deaths in Scotland – added than 50 per cent college than south of the border.

However, women’s allotment in the civic action of bubbler to balance is badly overplayed in the media, according to Professor Emslie, and shows how women face bifold standards.

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“Although women’s bubbler has added over the aftermost 30 years, men booze far added and accept added booze accompanying deaths. Women are advised added agonizingly on their bubbler and accident actuality beheld with antipathy and animal advance back they booze too much,” she said.

The abstracts buck out her argument: in 2017, According to the Scottish Health Survey, 33% of men in Scotland booze added than 14 units a anniversary compared with 16% of women. 

Men in Scotland booze an boilerplate of 16.4 units of booze a week, and women an boilerplate of 8.6 units. Deaths accompanying to booze stood at 867 for men in 2016 and 398 for women. Back 1979, there accept been almost alert as abounding macho deaths as changeable deaths.

“Women can’t win,” says Ms Emslie. “They are targeted by the booze industry and encouraged to relaxwith a booze afterwards the kids accept gone to bed or to accept fun on a girls’ night out, but they are accursed if they ‘get into a state’.

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“Alcohol is portrayed as adult and allotment for women, but at the aforementioned time, women are advised added agonizingly than men for accepting drunk.”

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