I think it's important to promote healthy habits for everyone. Heavy drinking is unhealthy but doesn't everyone know that? I like the adds I see specifically directed at women by alcohol companies and I don't see them that much. Heavy drinking for women isn't a new thing. It's been around a long time. What might be new is women "getting" to go out and get plastered while husbands stay at home with the kids. About once a year my husband and I give each other the opportunity for a ladies night or Bros night. It's fun! Women are going to have fun with or without the advertisers targeting them. Some might drink more and that's a conscious decision not hypnosis by the ad companies. Hopefully more women will switch to pot now that it's legal and more accepted. A beer and bowl beats shots and cigarettes for me. Especially in a nice scenic setting instead of the loud crazy bar. Different strokes I guess.