Magazine article The Alcoholism Report

Dubious Honor Presented to Beringer Winery

Magazine article The Alcoholism Report

Dubious Honor Presented to Beringer Winery

Article excerpt

The 1992 Hubbard Award, named for the first advertising executive to deploy deceptive advertising techniques when he promoted "Lydia Pinkham's Vegetable Compound" in the 1890's as an all-purpose cure, was presented to the California-based Beringer Winery.

Beringer requested, and was granted permission from the Bureau of Alcohol, Tobacco and Firearms (BATF) to use a neckhanger promoting the health benefits of red wine. The advertising neckhanger quoted extensively from a report about the "French paradox", a segment that aired on CBS's "60 Minutes" linking consumption of wine in France to a reduced risk for heart disease. In the four weeks following the program, domestic sales of red wine increased 45%. The report failed to mention that French hearts may be healthier than their livers; the French suffer higher rates of alcohol-induced cirrhosis of the liver than any other nation in the world.

Christine Lubinski, Director for Public Policy for the National Council on Alcoholism and Drug Dependence, Inc. …

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