Supporting breast cancer awareness and research can be as easy as buying a bottle of  pink vodka, as alcohol companies join other marketers in giving a portion of their proceeds to the charitable cause.

But can you square that with the fact that alcohol contributes to breast cancer? The American Cancer Society and the National Cancer Institute both warn that drinking, even in moderate amounts, increases the risk of developing breast cancer.

In fact, for that reason, some breast cancer survivors and charities are upset over alcohol companies’ promotions of so-called pink drinks, USA Today reports.

“Anybody trying to sell alcohol to promote breast cancer awareness should be ashamed of themselves,” said Barbara Brenner, executive director of Breast Cancer Action, an advocacy group.

And at least one charity, the Breast Cancer Network for Strength, said it will break its ties with alcohol marketers.

Companies such as Mike’s Hard Lemonade and Chambord are among those now offering booze in pink, with a portion of the profits going to breast cancer charities. Skeptics note that the companies reap the benefits of good publicity among consumers who want to support the cause. The president of Mike’s Hard Lemonade, however, said his company began selling its pink drink to honor an employee who died of breast cancer, not to sell more booze.