Women and Alcohol

by RE Helper | Feb 15, 2024 | Alcohol Free, Blog, Early Sobriety, Resources, Womens health

Today’s blog entry is from Alisa.  Alisa has been a member of Café RE since July 2023.  She recently took part in our Recovery Elevator REstore 2024 course.   She is an active and supportive member of her Café RE GO group!

Women and Alcohol

By: Alisa (Café RE GO)

I’d heard the anecdote that women had started to surpass men with their drinking habits. Then in 2023, the WHO announced that no amount of alcohol was safe for consumption. This was all lining up with what Holly Whitaker said in her book Quit Like A Woman. So I sought to dig into this and better understand what was behind these trends in women’s drinking.

The history of women and alcohol is an interesting one.

It zigzagged from a movement to ban alcohol (predominantly to stop men from plundering the family savings at the bar) to the pursuit of a seat at the bar. Ironically, Prohibition gave rise to secret bars (speakeasies).  Where women were able to redefine long standing gender roles by smoking, drinking, and having fun in public. Though women had imbibed before this time, they had rarely done so in public because as you can imagine, most drinking establishments were male-only. “So for young women, speakeasies stirred a spirit of rebellion”.

In order to understand what happened to the alcohol industry, it’s useful to examine what happened with cigarettes.

Big Tobacco used several strategies to advertise to women. For example, the industry prompted a feminine ideal of thinness presenting the cigarette as a way to achieve this ideal. They taught Hollywood actors how to smoke in films to make smoking look sophisticated. They also hired a PR giant.   The PR giant then hired women to smoke in a parade to manufacture a connection between smoking and liberation. He coined the term “Torches of Freedom” to encourage women to smoke as a symbol of emancipation and an act of challenging social taboos.

Big Alcohol* rode in on the coattails of the tobacco industry.

They used similar tactics to market alcohol to women by appealing to their thirst for equality and independence. By making tobacco products custom fit to women (think Virginia Slims) and hiring women to smoke while engaging in the women’s liberation activities, they spread the idea of smoking as empowerment. Similarly, the alcohol industry created pink drinks, colorful labels, overpowering fruit flavors, and low-calorie options to target women by capitalizing on gender stereotypes. I find these strategies incredibly ironic since initially the alcohol industry used women’s bodies (and implicitly the promise of sex) to sell alcohol to men. 

The advent of social media made things even easier for Big Alcohol

The advent of social media made things even easier for Big Alcohol as algorithms specifically targeted individual demographics. Now we receive customized ad feeds based on our past behaviors. Us social media users also became their advertisers by spreading trends like “Rose All Day.” Culturally, alcohol (and especially wine) became a symbol of stressed-out women and moms with memes featuring “Mommy juice.”

Sadly, these common marketing messages exploit women’s desire for friendship, relaxation, and empowerment. Having a glass of wine has become a way that women and moms feel like they are taking care of themselves.   As Sarah Hepola put it in her drinking memoir Blackout, “Wine and confession. Wine and sisterhood. Wine had become our social glue, the mechanism of our bonding. We needed the wine to shut out the jackhammers of our own perfectionism and unlock the secrets we kept within”.

While many of us use alcohol as a social lubricant, we may also use it to “unwind” in private.

While many of us use alcohol as a social lubricant, we may also use it to “unwind” in private. Concepts like ‘Wine o’clock’ offered permission to drink when we felt like it and linked alcohol to a method for navigating daily life stress. Absolutely none of us are to be blamed for falling for this and using alcohol in these ways. As the addiction and trauma specialist Gabor Mate says, alcohol use is a response to pain and suffering.  Alcohol has long been a culturally accepted and condoned way of dealing with stress. In fact, alcohol marketing to both women and men ramped up during one of the most stressful global times in recent history: the pandemic. Here is an example of a marketing slogan by Retail Drinks Australia:

“If we want people to stay at home, if we want them in a good state of mental health with a conviviality that encourages them to adhere to social isolation, we’ve got to ensure they have access to the social norms such as enjoying a drink.” Danica Keric and Julia Stafford from the Cancer Council Western Australia’s Alcohol Programs Team said in response, “There was a deliberate move by the alcohol industry to frame alcohol as an essential product including for our mental health, during the pandemic”.

If you’re not appalled by now at how the alcohol industry operates, consider how the same things are happening with our food supply.

Like alcohol and cancer, the food industry plays a significant role in the metabolic disease rates in our country by lacing food with addictive chemicals like sugar and then obscuring the dangers of these additives. “The system works. Not for the best interests of health but for the best interests of those who are profiting off the system” Michael Greger, author of How Not To Die. 

My favorite Quit Lit writer and recovery program pioneer, Holly Whitaker, summarizes:

“We read labels, we shun gluten, dairy, processed foods, and refined sugars. We buy organic, we use natural sunscreen and beauty products. We worry about fluoride in our water, smog in our air, hydrogenated oils in our food, and we debate whether plastic bottles are safe to drink from.

We replace toxic cleaning products with Mrs. Myers and homemade vinegar concoctions. We do yoga, we run, we SoulCycle and Fitbit, we go paleo and keto, we juice, we cleanse. We do coffee enemas and steam our yonis, and drink clay and charcoal, and shoot up vitamins, and sit in infrared foil boxes, and hire naturopaths, and shamans, and functional doctors, and we take nootropics and we stress about our telomeres. These are all real words.

We are hyper-vigilant about everything we put into our body, everything we do to our body, and we are proud of this. We Instagram how proud we are of this, and we follow Goop and Well+Good, and we drop 40 bucks on an exercise class because there are healing crystals on the floor.

The global wellness economy is estimated to be worth $4 trillion. $4 TRILLION DOLLARS. We are on an endless and expensive quest for wellness and vitality and youth. And we drink fucking rocket fuel”. 

While women started off forbidden from drinking in public, women are now drinking as much as men if not more. But what most women don’t know is that our rates of addiction and alcohol-related deaths are surpassing theirs. It turns out that due to our physiology, women start to have alcohol-related problems sooner and at lower consumption rates than our male counterparts. This occurs because of how we process alcohol. Because we have lower total body water content, blood alcohol levels are higher.  The first stage of alcohol metabolism is slowed which results in more alcohol being absorbed into the bloodstream. Unfortunately, this leads to greater generation of liver-toxic products like acetaldehyde. Thus, imbibing alcohol increases the vulnerability of women to the risk of alcohol-related illnesses such as liver disease and cancer.  

In my fantasy worldview, everyone is ethical and people who have the authority to powerfully impact public health make the “right” (aka moral) decisions. Sadly, this isn’t true.  The way we can take our power back is to know the truth and make decisions based on these facts. When I started treating sobriety as an act of rebellion, something new clicked for me. I hope it can for you too.

*Big Alcohol refers to the lobbying front group for twelve of the largest multinational alcohol corporations.

**More from Recovery Elevator referencing Big Alcohol**

RE Podcast Episode 407

Blog – A Messgage to Big Alcohol