Why Aren’t Women Being Told the Truth About Alcohol and Cancer?

Jan 54 min read

Updated: Jan 13

This morning, I went out for coffee with a couple of women after our 12 Steps recovery meeting to a charming new coffee shop. It had wide wood floors, brick walls, cozy seating, great coffee, and a boutique area selling gift items. As I waited for my heart-foamed latte, I wandered through the shop, chuckling at witty tea towels about coffee. But then I saw one that said, “Lord Give Me Coffee to Change the Things I Can, and WINE to Accept Those I Can’t.”

My chuckling paused, replaced by a twinge of frustration that started to bubble up inside me.

Why do I find this unfunny? Because everywhere I turn, women are bombarded with “funny” messages about wine culture—tea towels, mugs, water bottles, pillows. We see slogans like “Mommy Juice Box” and “Girls Just Wanna Have Wine” splashed across products. These messages, often marketed to women, not only normalize drinking but celebrate it.

And here’s the kicker: Yesterday, the U.S. Surgeon General issued an advisory linking alcohol consumption to cancer risk, especially breast cancer. Alcohol is the third leading preventable cause of cancer in the United States, right behind tobacco and obesity.

Despite decades of research, less than half of Americans know this risk.

A History of Neglect—and Targeting Women

This isn’t new information. Research linking alcohol to breast cancer has been around for decades. A 1987 study found that women who drank 3-9 drinks per week had a 30% higher risk of developing breast cancer. For women drinking just one drink daily, the risk jumped to 60% higher.

What has changed since then? Not much in terms of public awareness, but a lot in terms of how alcohol is marketed to women. From the 1960s onward, wine consumption in the U.S. soared. By 2015, women accounted for 57% of all wine sales, with marketing targeting mothers, professionals, and women seeking “me time.” Ads show women relaxing with a glass of wine, unwinding after stressful days, or bonding over boozy brunches.

Unfortunately the liquor industry's ads are working. Over the past decade, rates of alcohol use disorder (AUD) among women have increased by 84%, compared to a 35% increase in men. This isn’t just about more women drinking—it’s about the profound health consequences. Women metabolize alcohol differently, making them more susceptible to conditions like liver disease, heart problems, and cancer.

And yet, despite all of this, there’s been no warning label on alcohol about its link to cancer. Imagine if cigarettes lacked a warning about lung cancer. The silence feels like a betrayal, especially for women who are unknowingly drinking their way toward higher cancer risks.

The Link to Breast Cancer: What Women Need to Know

For women, the connection between alcohol and breast cancer is critical. Alcohol is linked to 16.4% of breast cancer cases—a significant contributor to one of the most common cancers among women. It doesn’t matter whether it’s wine, beer, or liquor; the risk is the same.

Here’s what’s truly maddening: Breast cancer awareness campaigns focus on early detection and mammograms, but rarely on prevention measures like reducing alcohol consumption. Many women carefully avoid smoking, exercise regularly, and maintain a healthy diet, yet are left in the dark about the risks of their nightly glass of wine.

A Moment for Change

The Surgeon General’s advisory is an opportunity to shift the narrative. Dr. Vivek Murthy has called for updating health warning labels on alcoholic beverages. Alcohol is responsible for 20,000 cancer deaths annually in the U.S., more than the 13,500 alcohol-related traffic fatalities each year.

This issue isn’t just about personal responsibility—it’s about a culture and industry that actively downplays the risks of alcohol while targeting vulnerable populations, especially women.

What Can Be Done?

The truth is, we don’t have to accept this status quo. Here’s what we can do:

Educate Yourself: Understand that any amount of alcohol increases cancer risk—even light drinking. The less you drink, the lower your risk.
Spread the Word: Start conversations with your friends, family, and community. Talk about the link between alcohol and breast cancer, and why this matters.
Advocate for Change: Promote public awareness campaigns about this issue.
Challenge the Culture: Recognize and push back against the normalization of wine culture. Celebrate healthier ways to relax, bond, and unwind that don’t involve alcohol.

Moving Forward with Hope

It’s frustrating—and frankly infuriating—that women have been left in the dark about the risks of alcohol for so long. But now, with this advisory, we have a chance to change the narrative. Knowledge is power, and by spreading awareness, we can empower women to make informed decisions about their health.

So next time you see a "witty" tea towel or mug glorifying wine culture, think twice. Maybe even use it as an opportunity to start a conversation. Let's move forward in 2025 with coffee mugs having fun quotes about coffee, tea towels with funny sayings about tea, and to refreshing and nurturing our precious bodies with clean water.

Because it’s time for a shift—a shift toward a culture that prioritizes health and wellness over outdated norms.

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