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Much less than they did, now that women are much better-educated and far more likely to buy a drink for themselves.

In fact, advertisements that show bosomy dolly-birds hovering around the man with the big-brand label on his glass are now seen as rather dated, perhaps even comical.

Drink branding is now much more complex and subtle. It is actually meant to be baffling, so you study the ads/commercials with more concentration, to see whether you've 'got' them before other people have.

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