Van Corona tot Guinness: Alcoholproducenten stimuleren drankgebruik tijdens crisis

Sema
Dogdu

Heb jij in het afgelopen jaar meer alcohol geconsumeerd dan normaal? Dat kan deels verklaard worden doordat alcoholproducenten de consumenten aanzetten tot alcoholgebruik tijdens de huidige pandemie, stelt masterstudente Sema Dogdu (Universiteit Antwerpen). Maar hoe krijgen ze dit toch voor elkaar?

Een crisis wordt doorgaans gekenmerkt door een verandering in alcoholgebruik door de aanwezigheid van negatieve gevoelens, zoals stress en onzekerheid. De huidige Coronacrisis vormt hierop geen uitzondering met wereldwijd een trend van stijgende cijfers in de verkoop en gebruik van alcohol. De alcoholproducent AB InBev verkocht wereldwijd in het eerste kwartaal van dit jaar zo’n 13% meer alcohol dan in dezelfde periode van 2020. Door de invoering van verschillende Coronamaatregelen, zoals de sluiting van de horeca, veranderde de drinkomgeving en werd er meer alcohol gekocht om op privédomein te consumeren.

Hoe proberen alcoholproducenten het gedrag van de consumenten te beïnvloeden? Door alcohol steeds meer op een doordachte manier te adverteren op sociale media. Uit bestaande wetenschappelijke studies blijkt namelijk dat de manier waarop alcohol uitgebeeld wordt in advertenties tot veranderingen in attitudes en gedrag kan leiden. Positieve voorstellingen van alcohol leiden dan mogelijks tot (meer) consumptie. In haar thesisonderzoek heeft masterstudente Sema Dogdu verschillende alcoholadvertenties op Facebook tijdens de Coronacrisis onder de loep genomen. Ze onderzocht in welke mate de drie grootste alcoholproducenten (AB InBev, Diageo en Heineken Holding) ingespeeld hebben op de Coronacrisis in online advertenties om alcoholgebruik te beïnvloeden.

De resultaten van dit onderzoek stellen dat alcohol overwegend op een positieve manier wordt voorgesteld in de digitale advertenties door te koppelen aan positieve gevoelens. Zo toont men een ontmoeting met vrienden in een gezellige setting met gedempte lichten en kaarsen en verwijst men naar alcohol als een manier om “make your good times better”. Echter wordt er eveneens een ongezonde levensstijl in beeld gebracht in de advertenties door te stellen dat alcoholgebruik op elk moment geaccepteerd wordt en gepaard kan worden met zoetigheden en comforteten.

De resultaten hebben verder uitgewezen dat enkele trends in de marketingcampagnes terugkeren tijdens de crisissituatie. Zoals de trend om te verwijzen  naar het dagelijkse leven en alcoholgebruik te koppelen aan bepaalde tijdsstippen en dagen. Maar daarnaast doet een nieuwe trend zijn intrede waarbij alcohol toegankelijker wordt gemaakt voor de consumenten. Hierbij bieden de alcoholproducenten kennis en toegang aan de consumenten om hun ervaring met alcohol te verbeteren. Zo bieden de producenten originele alcoholrecepten aan om zelf aan de slag te gaan.

Verder nemen de producenten de sociale verantwoordelijkheidsrol op zich om de negatieve gezondheidsgevolgen van alcoholconsumptie te beperken en realiseren dit door waarschuwingsboodschappen te plaatsen. Maar toch slagen de producenten er in om alle verantwoordelijkheden van zich af te schuiven door middel van hun slogans als “Bier drink je met verstand”. Dit is een erg paradoxale bevinding aangezien de producenten de consumenten toch net aanzetten om meer te drinken?

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Universiteit of Hogeschool
Universiteit Antwerpen
Thesis jaar
2021
Promotor(en)
Prof. Dr. Timothy Robeers