<i>‘It’s T-shirt feminism’:</i> exploring women’s perceptions of the appropriation of feminist messaging in alcohol brand marketing

Background Alcohol brands are appropriating feminist messages as a marketing tactic. Understanding how women perceive such marketing is critical to policy responses aimed at reducing gendered alcohol harms. Methods Semi-structured, in-depth individual and group interviews were conducted with 117 women aged 17–38 who participated in nights out drinking alcohol in the city of Liverpool in the North West of England, UK. Data were analysed using thematic analysis. Results Four interlinked themes are presented that provide insight into the different ways women viewed and interpreted alcohol brand marketing that draws on gender equality and empowerment messages. These are; (i) the perception of feminist messages as a form of brand responsibility and ‘doing good’; (ii) questioning the authenticity and purpose of feminist messaging; (iii) debating the appropriateness of using alcohol to address gender based issues; and (iv) rejecting commercial feminist messaging and brands in the feminist movement. Conclusion In the context of contemporary feminism, in which (young) women are more readily endorsing feminist identities, women’s perceptions of feminism influences their attitudes to alcohol brands and marketing, and their intentions to purchase, consume or reject alcohol products, within their own identity making and drinking practices.