Trending PR Campaigns
Belgian Brewers’ Warning Label Campaign
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.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| vrt.be | Belgian brewers challenge slogan ‘Alcohol is harmful to health’ with new newspaper campaign | VRT NWS: news | Wednesday 26th August, 2026 |
| just-drinks.com | Belgian brewers hit out at proposals to tweak health warnings in alcohol ads | Thursday 27th August, 2026 |
| lemonde.fr | Belgian brewers battle government's new alcohol-prevention slogan | Thursday 3rd September, 2026 |
| hindustantimes.com | Hopping mad: New health warning stirs up Belgian brewers | Health | Friday 25th September, 2026 |
| taipeitimes.com | Alcohol health warning stirs up Belgian brewers - Taipei Times | Friday 25th September, 2026 |
| rfi.fr | Belgium: Brewers revolt against new alcohol health warning | Friday 9th October, 2026 |