EXECUTIVE SUMMARY: The Big Alcohol Exposed Annual Report 2024 provides a detailed analysis of the alcohol industry’s worldwide activities. This report reveals the extent and penetration of Big Alcohol interference against people’s health, evidence-based public, policy, as well as healthy and inclusive societal norms. The report exposes the predatory practices deployed by Big Alcohol in the past year, to protect and promotes its profits, expand markets, and undermine lives saving alcohol policy measures. The products and practices of multinational alcohol corporations cause devastating health, social, and economic harms and this report shines a light on Big Alcohol’s track record in 2024. This report highlights the key themes, trends, and case studies that define the alcohol industry’s operations in 2024, offering a roadmap for advocates and policymakers to address these challenges.

KEY HIGHLIGHTS 

• The alcohol industry continues to prioritize their own profits over people’s health by targeting vulnerable populations, resisting effective regulation, and promoting harmful myths about alcohol’s benefits. Strategies such as health-washing, deceitful marketing, and political interference have been central elements of the alcohol industry’s playbook in 2024. 
• In 2024, key alcohol industry strategies included the normalization of alcohol through sports sponsorships, misleading health claims, greenwashing environmental impacts, and leveraging non-alcoholic product lines to build loyalty with alcoholic brands. These tactics not only obscure alcohol’s inherent risks but also seek to embed the alcohol industry as an indispensable part of society. 
• Big Alcohol continues to use economic power to pollute policy environments, and discourses often creating dependency relationships that hinder governments from implementing effective alcohol policy solutions. Investments and lobbying efforts in countries like Mexico, Uganda, and Brazil showcase the industry’s ability to block regulations that prioritize people’s health. 
• Advanced data-driven marketing techniques and targeted campaigns increasingly focus on Generation Z, embedding alcohol brands into social and digital spaces frequented by young people. This includes the use of influencers, apps, and streaming platforms to bypass regulatory frameworks and normalize alcohol among the young generation. 
• This year’s case stories document how Big Alcohol uses misinformation, industry-funded research, and co-opted prevention programs to deflect scrutiny and obscure its role in driving and perpetuating harm. From promoting the debunked J-curve myth, to funding school-based programs in Spain, the industry continues to prioritize its image over public health accountability

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Following the U.S. surgeon general’s new advisory warning of alcohol’s link to multiple cancers, a Florida neurosurgeon said, ‘It’s about time.’” Dr Brett Osborn, a Florida-based neurosurgeon renowned for his work in longevity medicine, has strongly supported the U.S. Surgeon General’s recent advisory addressing the health risks of alcohol consumption. Referring to alcohol as a “toxin,” Dr Osborn urged individuals to reconsider its place in their lives, commending the effort to raise awareness of its connection to devastating illnesses such as cancer.

The advisory, presented by Dr Vivek Murthy, the U.S. Surgeon General, outlined clear evidence connecting alcohol consumption to at least seven different types of cancer, including cancers of the throat, liver, colon, and rectum. Dr Osborn reinforced these findings, stating, “We’ve known this for eons,” and criticised notions that moderate consumption might offer health benefits. “It’s not good for your heart. It’s not good for your brain. It’s not good for your waistline,” he declared, adding that misconceptions about alcohol can lead to dangerous complacency. He further described how alcohol creates oxidative damage through free radicals, which harm cells and DNA, paving the way for cancer formation. Anything alcohol comes into contact with, including the throat, stomach, and bowels, he noted, is exposed to these toxic effects—a reality often overlooked.

Beyond the direct cancer risks, Dr Osborn highlighted alcohol’s significant contribution to obesity, a condition he labelled a “gateway disease.” The links between obesity, neurodegenerative conditions like Alzheimer’s, and increased cancer risks demonstrate how profoundly alcohol consumption can undermine long-term health. He emphasised that the correlation between alcohol and such diseases demands serious societal reflection.

Dr Osborn’s stance is shaped by his experiences as a neurosurgeon, having witnessed the damaging effects of alcohol on the brain. He shared a recent case involving an alcoholic patient who suffered a traumatic brain injury from a fall, which led to an urgent procedure to remove a blood clot. “By virtue of the fact that he is an alcoholic… he’s going to do poorly,” Dr Osborn explained, noting that alcohol often weakens vital organ systems, leading to poorer patient outcomes in medical emergencies. This example illustrates how alcohol compromises the body’s ability to recover from injuries or illness, further compounding its dangers.

For individuals seeking to address their alcohol consumption habits, Dr Osborn recommended a gradual reduction approach. Cutting intake by 50% over a year, with subsequent reductions, can be an achievable way to regain control while minimising dependence. Despite his pragmatic advice, his core message remained firm. “I don’t use it myself. It’s bad. Get rid of it,” he said, reflecting his unwavering belief in the necessity of eliminating alcohol from one’s lifestyle. He also warned that those drinking more than one drink daily are likely dependent, even if they do not consider themselves alcoholics. “You are, to a degree, dependent upon it,” he said, urging people to evaluate the risks.

The latest U.S. Surgeon General’s advisory, coupled with Dr Osborn’s insights, exposes the realities of alcohol’s health risks far beyond mere immediate or temporary effects. From cancer links and oxidative damage to its role in obesity and brain degeneration, the evidence is overwhelming. Dr Osborn’s endorsement of the advisory reinforces a call for a cultural shift in how people view alcohol, challenging outdated assumptions and providing guidance towards healthier behaviours.

His remark, “It’s about time,” aligns poignantly with growing public health concerns about alcohol, demanding greater action to confront its harm. The recognition of alcohol as a pervasive health risk reminds us of the importance of prioritising protective measures for both personal and societal well-being. Dr Osborn’s expertise stands as a clear and urgent reminder that addressing alcohol health risks is a crucial step in fostering a healthier and more conscious society. (Source: WRD News)

Also see 

• Alarming Rise in Alcohol Consumption Among Middle-Aged Adults 
• Alcohol Tolerance and Its Impact on Older Adults in Their 60s and 70s 

Gen Now feeling most the push back against alcohol free drinks.

Societal pressure is hindering the growth of alcohol-free drinks, despite a rise in acceptance, according to recent research by Heineken and the University of Oxford. The study, involving nearly 12,000 adults across the UK, US, Spain, Japan, and Brazil, revealed that 80% of consumers believe alcohol-free drinks are more socially acceptable than they were five years ago. However, 51% of drinkers admitted to succumbing to societal pressure by choosing alcohol in social situations, even when they had planned otherwise.

Gen Z faces the greatest challenges, with over one in three young adults reporting feelings of pressure to drink in social settings. Additionally, 21% of Gen Z participants said they concealed their choice of low- or no-alcohol alternatives to avoid judgment. These findings underscore the widespread influence of societal norms on drinking behaviour, despite a growing trend toward mindful consumption. (for more WRD News)

Recent research has shed light on a worrying link between Alzheimer’s disease and alcohol use disorder, highlighting how alcohol consumption could accelerate the progression of this devastating condition. Findings from a study undertaken by scientists at Scripps Research reveal that both Alzheimer’s disease and alcohol use disorder share strikingly similar disruptions on a molecular level, offering new insight into how lifestyle choices might influence brain health. According to Shannon Macauley, Ph.D., associate professor of physiology and pharmacology at Wake Forest University School of Medicine, “These findings suggest alcohol might accelerate the pathological cascade of Alzheimer’s disease in its early stages”. See more

Additionally, Medical News Today reports that “Excessive alcohol use may put a person at risk of developing certain health problems relating to the brain. This may increase the likelihood of developing Alzheimer’s disease”.

The Molecular Link Between Alcohol Use and Alzheimer’s Disease

Alzheimer’s disease is the most common cause of dementia, affecting millions worldwide, with cases projected to grow significantly in the coming decades. While ageing and genetic predispositions are recognised risk factors, emerging evidence points to alcohol use as playing a critical role in the disease’s onset and severity.

The study revealed significant overlaps in how alcohol use disorder and Alzheimer’s disease affect the brain. Using advanced techniques to examine brain tissue at an individual cell level, researchers found altered gene activity patterns in both conditions, particularly in pathways linked to inflammation and neuronal damage. These findings are especially concerning because they suggest that alcohol-related disruptions could mirror, and potentially worsen, the effects seen in Alzheimer’s patients.

How Alcohol Harms the Brain

One of the most striking findings from the study was the shared impact on key biological processes in the brain. For example:

• Inflammation: Scientists observed increased activity in inflammatory pathways in people suffering from both conditions. This includes overactive immune cells in the brain, which can contribute to long-term damage.
• Neuronal Loss: Genes involved in essential brain functions, such as communication between neurons, were disrupted. This was particularly evident in advanced Alzheimer’s disease and alcohol use disorder.
• Vascular Damage: The research highlighted damage to blood vessels in the brain. Alcohol consumption was linked to genetic changes that harm the integrity of blood vessels—an issue closely associated with cognitive decline.

These findings underline how alcohol use disrupts crucial functions that keep the brain healthy, suggesting it poses a significant threat in accelerating neurodegenerative conditions.

Understanding the Impact at Different Stages

The study also explored how these gene-related changes differ depending on the stage of Alzheimer’s disease. Early stages showed disruptions in processes like cell repair, while later stages were dominated by severe inflammation and cell death. Alcohol use disorder mirrored many of these patterns, raising concerns that heavy drinking could hasten the progression to advanced Alzheimer’s.

While the small sample size of the alcohol user group in this research suggests more studies are required, the parallels found here cannot be ignored. These findings amplify the importance of addressing alcohol consumption as a factor that influences long-term brain health.

A Wake-Up Call for Brain Health

This research serves as a critical reminder of the risks linked to alcohol use and its broader impacts on health. With Alzheimer’s disease already posing a monumental challenge globally, any lifestyle habit that increases one’s susceptibility must be re-examined with urgency.

The results of this study add to the growing evidence that alcohol’s toxic effects go far beyond short-term harms, affecting brain processes that are vital for memory, reasoning, and overall cognitive function. By raising awareness of these dangers, society has an opportunity to rethink its attitude towards alcohol consumption.

Preventing Harm for Future Generations

The study findings call attention to modifiable risk factors that society must address for a healthier future. When it comes to preventing Alzheimer’s disease or slowing its progression, making choices that protect the brain today is essential. Researchers and advocates alike stress the importance of action against anything that worsens brain health, such as alcohol use, for the benefit of future generations.

Through education, informed decision-making, and societal change, we can work towards a reality where fewer individuals suffer the irreversible effects of conditions like Alzheimer’s disease. There’s still a lot to do, but choosing to drink no alcohol is a good start from today. (Source: Psych)

A recent study involving over 14,000 participants in a telehealth weight management programme revealed significant changes in alcohol use after starting AOMs. Nearly half of the participants who consumed alcohol at the beginning of the programme reduced their intake after starting the medications. This is an encouraging finding, as excessive alcohol consumption can interfere with weight loss goals and overall health improvements.

GLP-1 RAs, in particular, appear to influence behaviours linked to cravings and consumption. Initially developed to help regulate blood sugar and appetite, these medications may also reduce the appeal of alcohol in a similar way, potentially discouraging unhealthy habits.

Furthermore, behavioural changes prompted by weight management programmes, such as maintaining a balanced diet and limiting caloric intake, are likely to play a role in this shift. Alcohol is a high-calorie substance that can hinder progress for individuals working towards better health, making reduced consumption a key factor in achieving long-term goals. (for complete article WRD News)