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Belgian Brewers’ Warning Label Campaign

PR Campaign
Friday 25th September, 2026

As Belgium prepares to replace “Alcohol abuse is harmful to health” with “Alcohol is harmful to health” on alcohol adverts, the Belgian brewers’ federation launched a press campaign against the change. By framing the warning as an attack on beer culture and the livelihoods it supports, brewers turned a small wording change into a wider public debate about health, moderation and national heritage.

Why it worked: It hijacked a live policy decision and reframed a tiny wording tweak as a threat to UNESCO‑listed national heritage and 70,000 jobs.

The lesson: Consider piggybacking a pending regulation and recasting a minor change as a cultural or economic existential risk, with named numbers.

Belgian Brewers
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