A number of pink props have been employed for spreading awareness regarding breast cancer, but pink alcohol is something new in the segment.

A variety of drinks in pink colour are being offered by Mike's Hard Lemonade. Also, the marketer of pink vodka and liqueurs naming Chambord is also enticing people to "pink their drink" to endorse breast cancer awareness by adding dose of Chambord to any cocktail.

The alcohol marketers serving pink drink collect funds for the breast cancer causes and also make donations a part of their advertisement.

Phil O'Neil, President of Mike's Hard Lemonade, stated that they had donated $500,000 over the past two years to the Breast Cancer Research Foundation. Chambord's website also depicts that they have raised more than $50,000 for the Breast Cancer Network of Strength and for some other patients.

Such an activity has raged many a breast cancer survivors, who are of the view that it's disingenuous to pool funds for a disease that is contributed by alcohol itself. As per American Cancer Society and the National Cancer Institute, even low doses of alcohol taken by women can aggravate the risk of developing breast cancer in them.

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

O'Neil expressed that they started raising funds for cancer support in remembrance of their employee Jacqueline, who succumbed to breast cancer and not for pushing sales.

But, critics allege that collecting donations for a cause by selling products is one of the marketing strategies.