Seems to me there are a lot more insidious instances of the sorts of things getting folks bent out of shape (no pun intended) here to worry and complain about. A LOT more. 

Does our culture drink to much?
Are women at risk by emulating men’s drinking behavior? (concern for the lives of women)
Is femininity at risk from alcohol use? (concern for the cultural notion of gender)
Is alcohol itself morally wrong? Is this ad rooted in a religious belief in the evil alcohol?

Who knows what ideological imperative motivates this cautionary message. Regardless, I see this image and think about masculine culture. As a male, the ways I participated in heavy drinking culture, were implicit to my identity. In general, the larger the volume of alcohol consumed, and the more intense the taste or alcohol percentage consumed, the more masculine it is. Conversely, a more benign beverage such as Mikes Hard Lemonade, merits the label of “bitch” or “pussy” among males. To sum it up, this ad raises the issue of how heavy drinking is an important part of masculine culture in our society.

That said, its baffling that they say wine doesn’t just come with cheese. Typically, i would not associate excessive or binge drinking with a wine and cheese party. The target audience of the ad, i think, are adolescents and young adults who attend keggers and house parties where they play flip cup and beer pong. I cant imagine their notion of drinking is one of sophisticated pallets sipping wine and eating Gouda cheese. Damn, I’m disappointed because the ads implicit commentary on the gendered politics of alcohol consumption is dampened by the annoyance of that statement: wine and cheese? really? be consistent people!

However, the first ad I agree with Heather – I think this just promotes fear of trans-gender people. People who are women and WANT to look like a man, and this is just saying it is a horrible thing! The whole aspect of the ad that wine makes you look ugly is just ridiculous. If they want a valid ad, show what wine REALLY does to you. There are people who staunchly believe in one glass a day improves your health – why don’t they tackle that instead?

And unfortunately there is a large cultural pressure that breasts=woman. Then of course many breast cancer charities capitalize on this pressure a la “Save the Ta tas” or “Save Second Base” campaigns. ‘Cause it’s not enough to save the woman, just the anatomy that men care about. Yeah, bitter breast cancer finance raiser here. But the emotional wreckage thrown on women who must undergo a mastectomy is immense.

Of course these both these points make me hate this ad more.

As a rule ,men need to drink more than women to have the same effects, ( beneficial or otherwise). This is why women shouldnt drink as much as men, because what for men might be ok, woulc come with serious consequences for women!