Health experts warn alcohol ‘health halo’ masks cancer risks in premixed drinks

Premixed alcoholic beverages marketed with claims such as ‘low carb’, ‘gluten-free’, and ‘collagen’ are creating a misleading ‘health halo’ that obscures the inherent health risks of alcohol, according to new research. Experts from the George Institute for Global Health, the Cancer Council, and the Foundation for Alcohol Research and Education (Fare) warn that these marketing strategies exploit health-conscious consumers, particularly younger people and women, by shifting focus away from the dangers of ethanol.

A recent audit of 534 ready-to-drink alcoholic products conducted by the George Institute found that nearly half of the items containing listed ingredients included industrial additives associated with ultra-processing, such as synthetic colours, sweeteners, and flavour enhancers. These additives place the beverages in the same category as chips and soft drinks. Despite this, almost half of the audited products carried ‘better for you’ labels, including claims regarding low or no sugar, low calories, or gluten-free content.

Professor Simone Pettigrew, a food policy expert at the George Institute, noted that labels such as ‘low sugar’ or ‘gluten-free’ lead consumers to assume a product is relatively healthy overall. Her research focus groups revealed that participants immediately associated these specific nutrient claims with broader health benefits, often overlooking the alcohol content. Pettigrew highlighted that brands are increasingly using terms like ‘clean’ and ‘natural’, and adding ingredients like collagen and electrolytes, to counteract the perception of alcohol as harmful.

Julia Stafford, deputy chair of the Cancer Council’s nutrition, alcohol and physical activity committee, emphasised that alcohol is classified as a Group 1 carcinogen, placing it in the highest risk category alongside tobacco and asbestos. She stated there is no ‘healthy’ level of alcohol consumption regarding cancer risk and argued that marketing claims should not guide consumer behaviour. Stafford advised that the ingredient of most concern in any alcohol product is the alcohol itself, which has no relation to sugar or carbohydrate content.

Dr Aimee Brownbill, Fare’s policy and research director, cited a 2025 survey indicating that 44 per cent of Australians wish to reduce their drinking for health reasons. To capitalise on this trend, brands are using wellness-aligned messaging to shift consumer focus. Research involving more than 2,000 adults showed that almost half were more likely to purchase products with such health claims, with younger people and women showing particularly positive attitudes towards lower sugar and calorie claims.

The audit also found that one in five of the 534 products did not display a mandatory ingredients list. Pettigrew urged consumers to read entire nutritional labels rather than relying on prominent front-of-pack claims, which she described as ‘absolutely enormous’ and not subtle messaging. She noted that while consumers are interested in sugar content, the current marketing approach creates a false sense of security that does not reflect the ultra-processed nature of these beverages.

Health organisations maintain that healthy-sounding ingredients cannot counteract the impact of alcohol. The consensus among researchers is that the ‘health halo’ created by terms like ‘low carb’ or ‘natural’ removes attention from harmful ingredients, potentially misleading consumers who are otherwise keen to make healthier lifestyle choices.