TY - JOUR
T1 - Multinational alcohol market development and public health
T2 - Diageo in India
AU - Esser, Marissa B.
AU - Jernigan, David H.
PY - 2015/11/1
Y1 - 2015/11/1
N2 - 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.
AB - 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.
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U2 - 10.2105/AJPH.2015.302831
DO - 10.2105/AJPH.2015.302831
M3 - Article
C2 - 26378848
AN - SCOPUS:84943803731
SN - 0090-0036
VL - 105
SP - 2220
EP - 2227
JO - American journal of public health
JF - American journal of public health
IS - 11
ER -