Health experts sound alarm on ‘healthy’ alcohol marketing, as industry targets wellness-focused Gen Z drinkers

Australia’s alcohol giants are scrambling to win back Gen Z drinkers by rolling out health-focused marketing tactics that experts warn are misleading, deceptive and dangerous. Gen Z’s devotion to wellbeing has been well documented, with the generation widely praised for swapping nightclubs for run clubs. But the question now is whether the alcohol industry’s marketing strategists have finally cracked the code to lure them back. With “healthy” slogans increasingly plastered across pre-mixed drinks and other alcoholic products, many young adults are feeling less guilty about enjoying a Sunday sesh after their gym sesh. But Cancer Council WA’s alcohol manager Julia Stafford said “health washing” was exploiting young adults trying to prioritise their health. “Health washing is a marketing tactic where companies present products as healthier than they are to appeal to people concerned about health,” she said. “The alcohol industry is increasingly using health-oriented themes to promote their products, including claims such as ‘low sugar’, ‘low carb’ and ‘natural’. “Claims are common on premixed spirits, cider and beer products — products frequently consumed by younger people. “Health claims on alcohol products exploit young people’s motivation to prioritise their health.” Curtin University health professor Christina Pollard agreed the marketing trend could distort young people’s perception of risk. “This advertising could influence Gen Z to choose alcoholic beverages because they think they are healthy, when alcohol is not healthy at all. Nor should it be implied that it is,” she said. “Any alcohol consumption is associated with increased risk of seven types of cancer. “Products that increase the risk of cancer should carry warnings not health claims. They should not be promoted as healthy or imply health.” Professor Pollard said allowing alcoholic drinks to display nutritional information further muddles the message. “Because alcoholic drinks can display information about calories, sugar and carbohydrate content — and make nutrition content claims, like zero sugar, they may be incorrectly perceived as healthy,” she said. “This is confusing and a real problem. Any health-related claim on an alcoholic beverage should be considered deceitful. “Young people trying to do the right thing can be duped into thinking that these products are healthy when they are definitely not.” Professor Pollard urged companies to respect Gen Z’s priorities rather than exploit them. “Gen Z is a generation that is more focused on health and wellbeing, (the) industry should listen to them — not manipulate them,” she said. “These companies are deliberately targeting Gen Z to remain profitable (because) they need to capture this market who will remain drinkers throughout their life. “I think this is serious.” White Claw has helped drive the trend by promoting its stripped-back nutritional profile — about 100 calories per can and only a small amount of carbohydrates — positioning the drink as a better-for-you alternative to traditional sugary cocktails. Smirnoff Seltzer takes a similar approach, highlighting its low-calorie, no-sugar formula and pairing it with simple flavours such as Natural Lime and slim-can packaging to underline its light, health-focused appeal. And in the beer category, Pure Blonde — one of Australia’s earliest entrants into the low-carb market — markets its Ultra Low-Carb and Organic lagers as containing “up to 70 per cent fewer carbohydrates than standard lagers,” targeting consumers who want a full beer experience with fewer calories. Health washing seems to be hitting the mark among Gen Zs who spoke to The West Australian on Friday. When liquor shopping, 25-year-old Lulu Salisbury said she would “definitely (be) going straight for a sugar-free seltzer”. “That’s the only thing I’m picking,” she said. “And I’m picking the lowest calorie option for sure. If there’s a 92 calories and a 72 calories, I’m getting the 72, no question.” Sisters Sophie and Emily Williams said they would always choose no sugar and low calorie options when purchasing a drink. “I’m not a big drinker but I will choose no sugar if it’s an option,” 27-year-old Sophie said. “When I am in the liquor store I keep an eye out for the number of calories on the can and that definitely persuades my choice.” Emily described low calorie and no sugar alcoholic drinks as “more appealing”. Demi Ward, 26, said drinking low calorie drinks felt “lighter”. “I would pick a low calorie option over the normal drinks,” Ms Ward said. “I don’t really like to drink that much, so when I do drink I like it to be lighter.” Ms Ward said Gen Z choose these options because they are “more health conscious”. “Whatever it is I’m grabbing, definitely has no sugar.” Ms Hall said her friends have a similar attitude. “I would say 90 per cent of my girlfriends would pick a no sugar drink or low calorie option,” she said. Emily Blechynden, 27, said choosing no sugar drinks was a “healthy decision”. “I definitely want no sugar, I try to stay away from high calorie drinks and make that conscious healthy decision,” she said. Ms Stafford said industry publications show alcohol companies are acutely aware of Gen Z’s focus on health and wellness — and are working to tap into that mindset. While the industry describes these changes as innovation, public health experts argue they are a calculated response to falling youth drinking rates — one that risks undermining Gen Z’s health priorities. “Alcohol companies have responded to the risk to their profits from reduced alcohol use among younger generations with intensive product development and ‘innovation’,” Ms Stafford said. “Research shows that ‘low carb’ and ‘low sugar’ marketing claims are powerful and can give alcohol a ‘health halo’. “The health halo means people perceive these products as healthier, less harmful products compared to products that don’t carry these claims.” A 2024 study led by The George Institute for Global Health found younger drinkers aged 18 to 24 were 1.5 times more likely to view alcohol products with sugar-related claims as healthy compared to older respondents. Ms Stafford said health washing was undeniably effective, and pointed to the industry’s continued investment in the tactic. “Alcohol companies have obligations to their shareholders. They wouldn’t invest so significantly in health washing via product development and marketing if it wasn’t a good investment,” she said. She fears the trend could erode recent gains in youth drinking behaviour. “The encouraging trends in young people’s drinking patterns are very welcome, but we can’t afford to be complacent because the alcohol industry is actively trying to win them back and appeal to new drinkers,” she said. “Health washing of alcohol products poses a risk to the health of young people, whose wellbeing should come before the profits of the alcohol industry.” A spokesperson for Endeavour Group, which owns Dan Murphy’s and BWS, said shoppers are prioritising “mindful consumption”. “We are seeing a fundamental shift into ‘mindful consumption’, where customers are actively seeking lower alcohol by volume products that allow them to consume more mindfully,” the spokesperson said. “Shoppers are more conscious of what they are consuming; they want the social engagement of a drink, but they are prioritising products that align with mindful consumption.”