How to tap into ‘modern masculinity’ in alcohol marketing – Comment

This seemingly-entrenched position is a problem - both for marketers and society. But it’s also an opportunity.Too many adverts for alcohol brands portray “old-fashioned, toxic” views of masculinity, according to a recent UK study by men’s marketing specialists New Macho, and alcohol brands should rethink how they market to men.While almost half of the 2,000 men surveyed by New Macho (48%) said they feel the advertising around Diageo's Johnnie Walker blended scotch doesn’t reflect them at all, 54% said the same about Gordon’s gin. “Many old-fashioned, dated and perhaps toxic v