ABSTRACT
There are a multitude of alcohol brands and tobacco brands named by those we interviewed as representing masculinity. Among the most commonly mentioned alcohol brands are Budweiser, Coors, Guinness, Miller, Jim Beam, Jamesons, Johnny Walker, Bud Light and Jack Daniel's. Our examination of specific brands will focus on Budweiser beer, Jack Daniel's whiskey and Jim Beam bourbon, each of which leads in its category. But first, let's consider what it is about alcohol and tobacco that would make these product categories considered masculine. Since their origination in human culture, both alcohol and tobacco have been used primarily by men; thus they have a deep history of being associated with this gender. Western movies and television shows typically portray men at saloons drinking whiskey, smoking tobacco and gambling, with firearms dangling at their sides. Both tobacco and alcohol alter men's behavior, often making it more violent, aggressive, and animalistic; that is the goal of consuming these substances for many.
