Stop calling alcohol “MommyJuice”: How liquor companies target women

on 30/09/13 at 9:16 am

Booze News

41R1peY0IgL._SY344_BO1,204,203,200_Booze has become pink, female-focused, fruity and sweet — and it’s creating a massive new health problem for women.

For me, drinking was always deeply sensual. From the very beginning, I loved it all. The sound of a cork sliding from the neck of a bottle, the glug-glug-glug of the first glass being poured, the tingle on the tongue, and the feeling of my shoulders relaxing as the universe seemed to say: unwind.

I loved the peaty earthiness of Irish whiskey under moonlight, the sharp nip of Pinot Grigio at day’s end. I have a particularly fond memory of sipping scotch in the Oak Bar of the Plaza hotel in New York on a snowy evening with Jake. Another: drinking a flute of champagne in the lobby bar of the One Aldwych hotel in London. More than once I sat in a Boston Whaler at sunset, dressed in lumberjack plaid, toasting the beauty of a day’s end, supremely happy as the world evolved as it should.

It is no coincidence that my favorite drinking memoir is the late Caroline Knapp’s “Drinking: A Love Story”—a book I read and reread as my own drinking escalated. Wrote Knapp: “For a long time, when it’s working, the drink feels like a path to a kind of self-enlightenment, something that turns us into the person we wish to be, or the person we think we are. In some ways the dynamic is this simple: alcohol makes everything better until it makes everything worse.”

For more than two decades, I more or less forgot that this substance—let’s name it by its clinical name, ethanol—had caused me endless sorrow and heartache in my younger years. For years, I rarely abused the privilege of drinking—and yes, I saw it as a privilege. And when my drinking caught up with me, I was as surprised and sorry as anybody could possibly be. I had promised myself I would never be outfoxed by drink.

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