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Big Alcohol's Ad Blitz: The Only Thing Anyone Remembered from Super Bowl LIII

budlight puntSuper Bowl LIII may go down in history as the worst Big Game of all time. Still, in one way it met expectations: as a showcase for megabrewer AB InBev, who spent over $50 million to put branded alcohol content in front of millions of underage eyes. That marks the largest ad buy for the bigggest name in Big Alcohol, ever.

Alcohol Justice has long condemned the flood of alcohol that permeates the Big Game. Super Bowls attract an estimated 30 million underage viewers, and the close association with beer (amplified by the rise of viewers who “watch it for the ads”) normalizes consumption—even makes it seem obligatory. This is worsened by AB InBev’s cynical decision to use “ASMR,” an online, youth-oriented video trend wherein amplified whispers draw the viewer in, in its signature ad. Clearly, the time is long past for the NFL to get AB InBev out of the SuperBowl.

But while they remain there, Alcohol Justice will shout back at the TV. Watch our newest videos below. We promise there is more going on in the two minutes of footage we put together than in the entire 27 minutes the Rams had the ball.


READ MORE about AB InBev’s history of using the Super Bowl to reach children.

WATCH youth-made videos meant to Free Our Sports.

Governor Newsom: Don’t Let Your Wine Interests Trump Your Ethics

Alcohol harm advocates protesting Gov. Newsom's wine storeby Bruce Lee Livingston, Executive Director/CEO

Alcohol prevention advocates are unsure what to expect from the new governor of California, Gavin Newsom. Newsom ran on a platform supporting a single-payer universal health care system. I served on his own Blue Ribbon Health Care Commission which eventually created a partial “universal health care” scheme in San Francisco, so I very much believe he cares for health care. Alcohol-related harm is a major expense for California, to the tune of $14.5 billion annual cost to government.

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Stories of Alcohol Justice


Dear Friend,

We have some very encouraging stories of Alcohol Justice to tell:
  • We led a successful campaign against another 4 a.m. bar bill in California
  • We stopped two legislative attempts to introduce "powdered alcohol" in California
  • We helped pass a bill that set a very bright line between alcohol and cannabis products in California
  • We joined with a coalition of other national groups to pressure DJKahlid to stop advertising alcohol to his predominantly underage Instagram subscribers
  • We founded and support the Los Angeles Drug & Alcohol Policy Alliance (L.A.DAPA), a coalition of L.A.-based prevention, treatment and other social minded agencies advocating for safe and healthy communities by reducing drug and alcohol-related harm through public awareness and policy change
  • We founded and support the California Alcohol Policy Alliance (CAPA), a statewide coalition of over 50 diverse organizations dedicated to protecting health and safety, and preventing alcohol-related harm through statewide action

But honestly, it's not getting any easier to stop alcohol industry-backed legislation and legislators. In fact there is already another 4 a.m. bar bill we will need to fight next year.

But your end-of-the-year, tax-deductible gift will put you on the frontlines of that battle and all our other battles as grass-roots advocates for public health and safety. You will become a member of Alcohol Justice and support our efforts in 2019 to turn back the tide of Big Alcohol's negative influence in our communities.

Please join us today and be a part of next year's stories of Alcohol Justice.

Thank You & Happy Holidays!

Bruce Lee Livingston

Executive Director /CEO

Alcohol Justice



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Stories of Alcohol Justice - 2019

Dear Friend,
  • We led a successful campaign against another California 4 a.m. bar bill (SB 58) that turned into a 3 a.m. bar bill before it was decisively defeated on the Assembly floor
  • We launched a powerful "one-click" advocacy tool which provided a dynamic new channel for our constituents to send over three thousand messages to California legislators and Governor Newsom
  • We supported membership and active participation in the California Alcohol Policy Alliance (CAPA) and the Los Angeles Drug and Alcohol Policy Alliance (L.A.DAPA) which played a key role in stopping SB 58
  • We published The High Cost of the 4 A.M. Bar Bill: a first of its kind, cost-benefit analysis of extended alcohol trading hours
  • We celebrated the growth of our Youth For Justice program as it completed its ninth year of providing youth leadership training for young people and their parents who reside in the Canal neighborhood of San Rafael

While encouraged by these achievements, we have got to be prepared for the challenges of 2020. We already know we will respond to a new California 3 a.m. bar bill. We also need to support state bills in California and beyond to lower the legal Blood Alcohol Content (BAC) to .05 from .08 because .05 Saves Lives! We will also counter Big Alcohol's bogus health claims for its latest youth-attractive alcopop - hard seltzer.

Being prepared for these challenges requires your help. A 2019 end-of-the-year, tax-deductible gift makes you a member of Alcohol Justice. It also makes our grass-roots advocacy for public health and safety stronger. When you become a member of Alcohol Justice you will be supporting all of our efforts in 2020 to turn back the tide of Big Alcohol's negative influence in our communities.

Please take this opportunity to join us today and be part of next year's stories of Alcohol Justice.

Thank You & Happy Holidays!

Bruce Lee Livingston
Executive Director /CEO
Alcohol Justice

More Articles ...

  1. Tell Gov. Newsom what you think
  2. GUEST VOICES: Why It’s No Longer Cool to Give Gifts of Booze
  3. New AJ Teams Attack Opioid Crisis
  4. 2018 CA Legislative Wrapup: Big Wins for Prevention, But Trouble Ahead