Changing the Drinking Culture ALAC's Impactful Marketing Campaigns

Changing the Drinking Culture ALAC's Impactful Marketing Campaigns

The Alcohol Advisory Council of New Zealand (ALAC) has been at the forefront of efforts to transform the binge drinking culture prevalent in the country. Through innovative and thought-provoking marketing campaigns, ALAC aims to bring about a positive change in the behavior and attitudes of New Zealanders towards alcohol consumption. In this blog post, we will delve into the evolution of ALAC’s marketing strategies, analyze the success and failures of their campaigns, and explore the lasting effects they have had on the drinking habits of the population.


New Zealand has long grappled with a binge drinking culture, with excessive alcohol consumption leading to various social and health issues. Recognizing the urgency of the situation, ALAC was established to address this problem and promote responsible drinking practices. Over the years, ALAC has taken significant steps to tackle this issue head-on.

ALAC's Initiatives:

ALAC has implemented a multi-faceted approach to combat binge drinking, including educational programs, policy advocacy, and social marketing campaigns. Their focus has been on changing the overall drinking culture rather than demonizing alcohol itself. By understanding the factors contributing to excessive drinking, ALAC aims to bring about a lasting behavioral change.

ALAC's Marketing Communication Campaign:

ALAC’s marketing campaigns have played a crucial role in shaping public perceptions and attitudes towards alcohol consumption. Two notable campaigns that have garnered attention are ‘It’s Not The Drinking, It’s How We’re Drinking’ and the ‘Brutally Honest’ campaign. Let’s explore these campaigns in detail.

'It's Not The Drinking, It's How We're Drinking':

The ‘It’s Not The Drinking, It’s How We’re Drinking’ campaign aimed to highlight the importance of responsible drinking habits. It focused on addressing the behaviors and environments that lead to excessive alcohol consumption. While the campaign raised awareness about the issue, it faced challenges in curbing the levels of binge drinking prevalent in New Zealand.

The 'Brutally Honest' Campaign:

Recognizing the need for a more impactful approach, ALAC launched the ‘Brutally Honest’ campaign. This campaign aimed to confront the harsh realities of excessive drinking and challenge social norms surrounding alcohol. By using raw and unfiltered messages, the campaign successfully initiated a behavior change in the drinking habits of New Zealanders. It encouraged individuals to reflect on their own drinking behaviors and take responsibility for their actions.

The After Effects:

ALAC’s marketing campaigns have had a lasting impact on the drinking culture of New Zealand. While the ‘It’s Not The Drinking, It’s How We’re Drinking’ campaign faced challenges in curbing binge drinking, it laid the foundation for future initiatives. The ‘Brutally Honest’ campaign, on the other hand, witnessed success in initiating a behavior change and creating a more responsible drinking culture. ALAC’s efforts have led to increased awareness, reduced alcohol-related harm, and a shift in societal norms surrounding alcohol consumption.


ALAC’s journey to change the binge drinking culture in New Zealand has been marked by both successes and failures. Through their innovative marketing campaigns, they have managed to influence the attitudes and behaviors of New Zealanders towards alcohol consumption. By understanding the need for a comprehensive approach and adapting their strategies, ALAC has made a significant impact on the drinking culture of the nation. With continued efforts and a collective commitment, ALAC strives to create a healthier and more responsible drinking environment for all. Also got to know about the Maruti Suzuki’s Advertising Strategies: Driving Success in the Indian Passenger Car Industry