Articlegreen2015

Multinational Alcohol Market Development and Public Health: Diageo in India

44 citations0/0 files storedAmerican Journal of Public Health

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Global Public Health Policies and Epidemiology Substance Abuse Treatment and Outcomes Alcohol Consumption and Health Effects

Abstract

Alcohol is a risk factor for communicable and noncommunicable diseases, and alcohol consumption is rising steadily in India. The growth of multinational alcohol corporations, such as Diageo, contributes to India's changing alcohol environment. We provide a brief history of India's alcohol regulation for context and examine Diageo's strategies for expansion in India in 2013 and 2014. Diageo is attracted to India's younger generation, women, and emerging middle class for growth opportunities. Components of Diageo's responsibility strategy conflict with evidence-based public health recommendations for reducing harmful alcohol consumption. Diageo's strategies for achieving market dominance in India are at odds with public health evidence. We conclude with recommendations for protecting public health in emerging markets.

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References

2010Alcohol: No Ordinary Commodity 2009Effects of beverage alcohol price and tax levels on drinking: a meta‐analysis of 1003 estimates from 112 studies 2002Criteria for evaluating evidence on public health interventions 2012Everyday, Everywhere: Alcohol Marketing and Social Media—Current Trends 2012Public Health, Academic Medicine, and the Alcohol Industry’s Corporate Social Responsibility Activities 2008Alcohol research and the alcoholic beverage industry: issues, concerns and conflicts of interest 2008The global alcohol industry: an overview 2007Industrial epidemics, public health advocacy and the alcohol industry: lessons from other fields

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