Multinational alcohol market development and public health: Diageo in India

M.B. Esser and D.H. Jernigan

American Journal of Public Health, 2015, vol. 105, issue 11, 2220-2227

Abstract: Alcohol is a risk factor for communicable and non communicable 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.

Keywords: age; alcoholic beverage; alcoholism; economic aspect; economics; government regulation; health care policy; human; India; marketing; organization and management; public health; socioeconomics, Age Factors; Alcoholic Beverages; Alcoholism; Economic Competition; Government Regulation; Health Policy; Humans; India; Marketing; Public Health; Socioeconomic Factors (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:aph:ajpbhl:10.2105/ajph.2015.302831_7

DOI: 10.2105/AJPH.2015.302831

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