“We crush grapes, you crush life.”

So goes the slogan for FitVine, a year-old wine firm that “was born when buddies made a pact to craft superb wines that additionally match their existence. Our staff is at all times on the go, whether or not we’re doing CrossFit, biking, working, snowboarding, paddle boarding, or simply having fun with the outside.”

Then there’s Cense, a lower-than-typical-calorie-count wine “for a well-balanced life,” made in partnership with WeightWatchers. It’s much like low-calorie SkinnyGirl wines, whose web site trumpets, “At simply 100 energy per serving, you may give your self permission to get pleasure from a palate-pleasing Pinot!”

The subtext right here? “Wine could be wholesome! And also you go, lady!”

RELATED: Right here's What Actually Occurs to Your Mind When You Drink Too A lot Alcohol

Different latest entrants within the booze-marketed-to-women class are the bottles—of wine, beer, or spirits—swathed in pink ribbons. Say, you may even be battling breast most cancers whilst you’re consuming!

The irony, after all, is that this kind of “pinkwashing”—utilizing breast most cancers consciousness to promote merchandise—ignores the truth that alcohol can up a girl's odds of creating breast most cancers. “It’s clearly and well-known that alcohol consumption will increase the danger of breast most cancers in ladies,” says Yikyung Park, ScD, affiliate professor of surgical procedure on the Washington College College of Medication in St. Louis.

Park research most cancers nearly solely in her work and has seen that the hyperlink between most cancers and alcohol will not be extensively understood, partly due to the research that emerged in regards to the doable coronary heart advantages of purple wine. Although oenophiles glommed on to that information, these advantages are actually additionally up for grabs. “Perhaps they heard that average consuming could also be good for his or her coronary heart. However newer research present that heavy consuming does enhance coronary heart illness danger,” she says. “It’s now debatable.”

RELATED: The 5 Healthiest Forms of Wine, Ranked

You could have additionally heard that one drink each day is OK for ladies, and two drinks each day are OK for males. However, Park parries, “Even one drink a day does enhance the danger of breast most cancers.”

However what about FitVine and Cense, these lower-calories wines? Are they higher for us? Park is to the purpose: “I don’t suppose they’ve any scientific floor to say that their wine is much less dangerous than the others. In animal and human research, alcohol is understood to trigger most cancers. Low carbohydrates … doesn’t imply these wines have low content material of alcohol.” Neither FitVine nor Cense responded to Well being's request for remark.

Most corporations keep away from utilizing the phrase “wholesome” in advertising alcohol merchandise, however when Well being shared photos of wines that drape themselves in pink ribbons with Park, she was speechless for a number of minutes. Ultimately, she stated, “To begin with, I’m not that a lot of a wine drinker, so I wasn’t conscious of what was happening. I hope these corporations do present some funding for [breast cancer] analysis.” (Lots of them do—sometimes in modest quantities, reminiscent of 5 cents per can of beer.)

Regardless, says Park, “It does give the unsuitable impression. These days, there are such a lot of ladies who’re breast most cancers survivors and we don’t know … the impact of alcohol on breast most cancers survivors. If breast most cancers survivors see this sort of bottle, I’m afraid they could get the unsuitable kind of message.”

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How about males? Do they get off scot-free in relation to booze? “Liver, head and neck, esophagus—all these most cancers [rates] are increased in males than ladies,” Park says, and consuming alcohol can enhance these dangers. There are a selection of different well being elements at play, after all–ladies and men metabolize alcohol in another way, for instance–says Park, however alcohol isn't precisely "wholesome" for fellas, both.

In the event you’d wish to take an actual crack at upgrading your well being, think about leaving the hot-pink beribboned bottle stopper on eBay, and take a tough look as a substitute at your alcohol consumption habits. As Park explains, in relation to most cancers, “These consuming extra for longer intervals have increased dangers.”

Alex Van Buren—observe her on Instagram and Twitter @alexvanburen—is a Brooklyn-based author, editor, and content material strategist who has written for The Washington Publish, Bon Appétit, Journey + Leisure, New York Journal, Condé Nast Traveler, and Epicurious.

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