‘Access to Internal Alcohol Industry Documents: Thank You Philip Morris’

1. ‘Access to Internal Alcohol Industry Documents: Thank You Philip Morris’ Laura Bond, Mike Daube, Tanya Chikritzhs WA Tobacco Document Searching Program

2. Introduction • Master Settlement Agreement 1998 • Philip Morris purchased Miller Brewing Company in 1970 • Discovery of 1996 CEO Issues Book • Access to alcohol documents

3. Methods • 1996 CEO Issues Book • Systematic document search: • Philip Morris Document Site • Legacy Tobacco Documents Library • British American Tobacco Documents Archive • Keywords: • Miller, Miller Brewing Company, MBC, Beer, Alcohol

4. Results 1996, 1998 & 2000 CEO Issues Books: - Developed by Philip Morris - For use by the company CEO at AGMs - 130-230 page reports - Question & answer scenarios

6. Results Key document findings: • Alcohol industry concerns • Alcohol industry responses and policies • Similarities in approaches between alcohol and tobacco industry

7. Public health concern: • “…alcohol consumption is beginning to come under attack by the medical profession in the same way that cigarette smoking began to be attacked in the sixties” (Sharon Boyse, BAT, 1987) • Miller Brewing Company five year plan (1992–1996) acknowledged a movement of social attitudes toward the moderation of consumption of alcohol, along with growing “Neo-prohibitionist legislative sentiment” (Miller Brewing Company, 1992)

8. Alcohol industry concerns: • Advertising and marketing restrictions • Warning label requirements • Sales restrictions • Tax increases • Minimum drinking age • Blood alcohol content lowering • Government spending on public education

9. Similarities in approaches: • PM tobacco and beer companies “WRA is taking a liaison role, bringing the various players across companies together and creating the networks and communication vehicles that will facilitate the sharing of valuable information on issues management.” (Steven Parrish, Altria Group, 1995) • Partnerships • “We participate in a broad coalition of organizations committed to defending commercial free speech, which includes member companies of the tobacco industry, allied industries like the liquor industry, the advertising industry, industry trade groups…” • (Steven Parrish, Altria Group, 1995)

10. Similarities in approaches: • Advertising/marketing strategies “Studies conducted by government and independent researchers conclude advertising affects brand performance, not consumption or abuse” (PM CEO Issues Book, 2000)

11. Advertising/marketing strategies • Self-regulation • Marketing to youth “Strategically, we will be working behind the scenes to encourage the 27 states not already imposing a minimum drinking age of 21 to delay any enactment…” (Alan Easton, Miller Brewing Company, 1984)

12. Advertising/marketing strategies • Targeting minority groups “Existing programs of minority print media advertising, community involvement and cultural support within the black community will be enhanced. New or expanded programs targeted to the Hispanic community in key market areas are in development, and will include greater involvement with Hispanic print media, support of key business associations and organizations, and an increased visibility for Hispanic directed promotional marketing efforts.” (Alan Easton, Miller Brewing Company, 1984)

13. Similarities in approaches: • Lobbying “…stress that Excise Taxes are regressive, forcing a disproportionate burden upon those least able to afford it.” • “We will oppose excessive tax increases by combining our efforts with various beer/alcohol beverage organizations, such as the Beer Institute and the National Beer Wholesalers Association, as well as grass roots organizations.” • (Miller Brewing Company, 1992)

14. Similarities in approaches: • Counter-productive education programs “The industry alone has spent over $250 million over the past decade to fund research, public safety, education and prevention campaigns to curb alcohol abuse” (Beer Institute, 1992) • Avoiding legislation • “Will PM support a proposed national goal of uniform state BAC standard of .08? No. Reducing the BAC will not get to the root of the drunk driving problem (repeat offender with a BAC of .17 and higher). Remedial programs and stricter enforcement more likely to be effective” (PM CEO Issues Book, 1996)

15. Similarities in approaches • Industry contribution to society • Employs nearly 41,000 people nationwide • Pays more than $1.9 billion per year in salaries • Buys nearly $800 million in malt, grains and hops annually from US farmers • Spends nearly $240 million on fuels and electricity each year (PM, Beer Lobby Materials, 1998)

16. Similarities in approaches: • Philanthropy • Downplaying evidence of harms • Heavy lobbying • Pseudo-science • Industry front groups (Beer Institute, Tobacco Institute)

17. Alcohol industry approval: • Industry education programs • Emphasis on illicit drugs • Advertising tax deductibility • Advertising in all media • Oppose legislation: • promote self regulation and voluntary codes • tax increases • restrictions on products

18. Conclusions • New source of information for research and advocacy • Similarities in approaches between tobacco and drinks industries • Alcohol industry concerns and responses

19. Contact Details Laura Bond Curtin University of Technology L.Bond@curtin.edu.au (08) 9266 7117 http://healthsciences.curtin.edu.au/watdsp/