This issue snapshot examines how alcohol marketing in Brazil obscures the link between alcohol and cancer, which nearly 1 in 3 Brazilians don't recognize. We found brands promoting "low-calorie" and "gluten-free" products to enter wellness and fitness spaces, reformulating beers with added protein to market them as functional foods, sponsoring elite sports and star athletes to associate alcohol consumption with celebrity and athleticism, and targeting young people through music festivals, Gen Z–focused ads and candy-flavored recipes.