Karolak, Woronowicz, Sanah: The dark side of celebrity alcohol promotion

‘Mr Łomżunio’ and Father Christmas – the faces that win us over

Popular influencers, musicians, and even renowned actors and award-winning sports stars – the list of famous people who have agreed to become ambassadors for alcohol brands is constantly growing. Brands are turning to recognisable and well-liked figures, creating an aura of relaxed fun, success and enjoyment around drinking alcohol. The Łomża beer adverts featuring Adam Woronowicz, who plays the likeable character ‘Mr Łomżunia’, have become a prime example of large-scale marketing campaigns. 

The presence of well-known names in these adverts is no coincidence – the focus is on people associated with talent, success, authenticity and public appeal. This means that their influence on consumer decisions proves to be much stronger than in the case of traditional advertising. 

Marcin Dorociński appeared in Žatecký’s adverts, Leszek Lichota starred in Warka’s campaign, whilst Halina Mlynkova and Sebastian Karpiel-Bułecka became brand ambassadors for Kozel. A Christmas campaign featuring Tomasz Karolak caused quite a stir in the media; his portrayal of Father Christmas himself promoting beer sparked a wave of outrage. The combination of a figure associated with children and a family atmosphere with the promotion of an alcoholic drink was deemed to have crossed moral boundaries.

Pop stars and footballers collaborate with beer brands

Advertisements capitalising on sporting and musical emotions remain a particularly sensitive area. To mark the 2026 World Cup, Tyskie’s campaigns featured absolute legends of football and journalism: Jerzy Dudek, Łukasz Piszczek, Dariusz Szpakowski and Mateusz Borek.

However, the biggest storm and debate of recent weeks was sparked by Sanah’scollaboration on the music project “Enklawa” and the single “Itepe itede”. The artist, who enjoys immense popularity and has a huge following of very young listeners, came under heavy fire from critics immediately after her project was officially labelled as sponsored by the beer brand.

The disastrous consequences of alcohol promotion

A survey conducted by ARC Rynek i Opinia in February 2026 paints a surprising picture of how the presence of famous faces influences our subconscious. 

47 per cent of Poles admit that adverts featuring celebrities give them the feeling that they, too, can treat themselves to a “moment of escape” with alcohol. 44 per cent of respondents believe that the presence of celebrities in adverts makes drinking alcohol seem completely normal.

What does the research say? A dangerous influence on the youngest

Reports on consumer behaviour clearly show that intensive alcohol promotion in traditional and social media lowers the age of first alcohol consumption among children and young people, increases the frequency of drinking, and fosters a false belief that alcohol is the best remedy for stress and a lack of self-confidence.

When young people and children see their idols with a drink or a beer in their hands, they view alcohol consumption as a natural part of adulthood and a prerequisite for achieving ‘cool’ status. The constant presence of alcohol in advertising softens its image, leading it to be perceived not as a psychoactive substance, but as an ordinary drink to accompany any everyday occasion. Advertisements create a false association that alcohol is a sure-fire remedy for stress, boredom or a lack of self-confidence.

Michał Wrzosek on those who promote alcohol: “They lend their faces to advertise poison”

The promotion of alcohol by well-known and popular figures is meeting with increasing opposition from doctors and nutritionists. The renowned nutritionist Michał Wrzosek spoke out strongly against the behaviour of celebrities, highlighting their hypocrisy:

Sporting stars, actors, influencers and musicians lend their faces to advertise a poison that is destroying yet more families. And then we see an advert like this. Beautiful, smiling people, a concert, a holiday, a wedding. Because adverts never show the consequences. They don’t show a child locking themselves in their room; they don’t show addiction treatment; they don’t show accidents, cancer wards or funerals. Because if alcohol adverts showed its true effects, no one would lend their face to them.

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Post shared by Dr Michał Wrzosek, Dietitian (@michal_wrzosek)