How These Booze-Makers Co-Opted the Pink Ribbon

Every National Breast Cancer Awareness Month, countless companies put a coat of pink on their products and donate a portion of their proceeds to breast-cancer charities. But when companies fundraise with goods that are potentially linked to cancer itself, organizations like Breast Cancer Action take notice and dub the practice “pinkwashing”—a term that has been used for everything from pink buckets of Kentucky Fried Chicken to pink Baker Hughes fracking drill bits.

Now, add alcohol to that list.

Pinkwashing critics have called on alcohol companies to reconsider their breast-cancer campaigns since at least 2010.