AN “explosion” in alcohol-themed “feminist” Christmas gifts for women risks trivialising problem drinking, a leading expert says.

Professor Carol Emslie, who leads the substance use and misuse research group at Glasgow Caledonian University (GCU), has hit out at bags, candles and even bath salts emblazoned with phrases like “GINgle Bells” and “Is it wine o clock yet?”

Despite a significant drop in alcohol-related deaths since 2001, death rates are still higher in Scotland than anywhere else in the UK, with 854 men and 381 lost to drink-related causes in 2017.

Emslie, who has joined Alcohol Focus Scotland to launch the #dontpinkmydrink campaign against such marketing to women, said: ““People are talking about the way alcohol brands are marketed to women in terms of empowerment and equality. There are also lots of powerful examples of Christmas cards, bags, candles and clothes being marketed to women with alcohol themes.

“It’s time to take a serious look at what we’re actually saying to our loved ones by buying these. The people who sell them are doing the job for alcohol companies by promoting alcohol-themed gifts and cards to women. Women’s empowerment and progress will always be secondary to profits for these companies.”

Alison Douglas, head of Alcohol Focus Scotland, said: “Whether we are shopping for cards, homeware or sportswear, nowhere is safe from gimmicky products that encourage us to reward ourselves with a drink or link alcohol with female friendships and empowerment. The campaign is a positive way for us to call out alcohol producers and retailers and tell them we won’t endorse their products.”