Woolworths-owned liquor store chain Beer Wine and Spirits (BWS) has been criticised by public health organisation the Foundation for Alcohol Research and Education (FARE) over its sponsorship of Dry July.
Dry July has since 2008 inspired more than 160,000 Australians to go dry, raising $37 million for people affected by cancer, and funding projects at more than 75 cancer organisations.
FARE has come out against the partnership, which marks the first time a liquor retailer has partnered with the charity to promote non-alcohol beers, ciders and spirits to participants.
The organisation has called for the partnership to be terminated immediately, with FARE chief executive Michael Thorn labelling it as "dangerous" and "completely futile".
“It is inappropriate to have one group that sells cancer-causing alcoholic beverages 365 days a year partnering with the other group that fundraises to support the victims of alcohol harm,” Thorn says.
“To be raising money to help people suffering cancer in a way that causes more cancer cases in the future is completely futile. This is a cynical marketing exercise by BWS designed to push the Woolworths’ alcohol brand and normalise alcohol."
However, BWS says it is "proud" to be working with Dry July and is dedicated to raising funds for the event and the charity organisations.
CEO Guy Brent told AdNews many of BWS' team members have been affected by cancer and the partnership with the Dry July Foundation gives them an opportunity to raise money for a cause "close to their hearts".
"By encouraging our staff and customers to participate in Dry July and donate to the foundation, we are hoping increasing funding to the charity which raised more than $7.7 million last year," Brent says.
"BWS believes in giving consumers choice, which is why in recent years it has increased its range of low and no alcohol drinks for those reducing their alcohol intake, taking part in Dry July, or choosing to abstain entirely.”
Thorn says that the partnership undermines the purpose of the event and that unless BWS closes its stores for the month, the "stunt will do nothing" to reduce alcohol harm.
Thorn adds that it takes "pinkwashing" to a new level. Pinkwashing is when a company claims to care about breast cancer while at the same time selling products linked to the disease.
"We are very selective about who we partner with, and we are pleased that BWS is going to help us raise awareness and funds to support the work we do. Prior to the partnership being confirmed, we consulted with our major cancer charity beneficiaries and informed them of the partnership with BWS," Dry July CEO Brett MacDonald told AdNews.
The BWS campaign, titled Because We’re Sober for Dry July, has been condemned by public health organisations and researchers worldwide, including the founder of #DontPinkMyDrink, Professor Carol Emslie from Glasgow Caledonian University, UK.
“This partnership seems particularly bizarre. For years, the alcohol industry has promoted breast cancer awareness activities while selling products that are known to be carcinogenic in an attempt to extend their marketing reach to young women,” Professor Emslie says.
BWS operates more than 1340 stores around Australia and, as part of the campaign, all team members will be encouraged to sign up and join Team BWS, with the aim of making it the largest corporate fundraising team to date for Dry July.
"Over the last few years there has been an increase in the amount of non-alcoholic options on the market, with plenty of non-alcoholic options in store, this has allowed BWS to get on board in a genuine way," McDonald says.
BWS is not promoting alcoholic beverages as part of the campaign, but will instead be pushing for participants to purchase non-alcoholic options, which over the past 12-months, have grown in popularity.
Dry July Foundation beneficiaries include Leukaemia Foundation, Prostate Cancer Foundation of Australia, McGrath Foundation and Redkite.
When last checked, the BWS team had raised over $3,400.
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