We tend to think "sexism" is being dismissive toward women, or paying them lower salaries -- we don't think of it as frenzied "burn the witch!" hatred. Yet something will prick that balloon, and out it pours. Why? Well, you see...
Liquor ads capitalize on some of the worst (socialized) masculine traits, glamorize them, and sell these behaviours back to us - encouraging and promoting sexism.
A study of the Being a Woman club and the Being a Man club, comparing and contrasting the two. I observe that the clubs, especially the male one, are demonstrative of societal sexism.