Breast Cancer Groups Denounce Alcoholic Beverage 'Partners'

October is Breast Cancer Awareness Month and hundreds of businesses and organizations are lending their support to publicize efforts to find a cure.

But not all that support is welcome. When alcoholic beverage companies take up the cause, it raises eyebrows.

Mike's Hard Lemonade now comes in a pink variety to promote the cause. And Chambord, which markets pink vodka and liqueurs, urges people to "pink their drink," saying that "by adding a splash of Chambord to any cocktail, you're supporting breast cancer awareness year-round."

But some breast cancer survivors aren't happy, saying it's hypocritical to raise money for research while selling a product that contributes to the disease.

Both the American Cancer Society and the National Cancer Institute say even moderate drinking increases breast cancer risk.

"Anybody trying to sell alcohol to promote breast cancer awareness should be ashamed of themselves," said Barbara Brenner, executive director of Breast Cancer Action, an advocacy group.

Chambord's website notes that its Pink Your Drink campaign has raised more than $50,000 in donations for the Breast Cancer Network of Strength and other patient groups.

Mike's Hard Lemonade has given $500,000 over the past two years to the Breast Cancer Research Foundation, company president Phil O'Neil says. The company was inspired by the loss of an employee named Jacqueline who died after a long battle with breast cancer.

"The donations we make to breast cancer research are not tied to sales; they are our way of honoring Jacqueline," O'Neil said in a statement.

But in many cases, cause-related marketing is not about charity, said Dwight Burlingame, associate executive director of the Center on Philanthropy at Indiana University.

"These businesses are promoting their product," he said.

At least one breast cancer charity is walking away from alcohol-related gifts.

"We have a partnership with alcohol, and I don't understand it, either," said Cindy Geoghegan, the new interim CEO at Breast Cancer Network for Strength. "Those kinds of relationships will not continue."

And though the Breast Cancer Research Foundation said it appreciates donations from Mike's Hard Lemonade, spokeswoman Anna DeLuca says, the group "in no way, shape or form endorses the consumption of alcohol."

"This donation does not constitute a partnership," DeLuca said.