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Multinational alcohol market development and public health: Diageo in India

Author

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  • Esser, M.B.
  • Jernigan, D.H.

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.

Suggested Citation

  • Esser, M.B. & Jernigan, D.H., 2015. "Multinational alcohol market development and public health: Diageo in India," American Journal of Public Health, American Public Health Association, vol. 105(11), pages 2220-2227.
    • Handle: RePEc:aph:ajpbhl:10.2105/ajph.2015.302831_7
    DOI: 10.2105/AJPH.2015.302831
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    Cited by:

    1. Paul Ndebele & Hina Shaikh & Nino Paichadze & Imran Bari & David Michaels & Carlos Santos Burgoa & Adnan A. Hyder, 2020. "Commercial determinants of health: an ethical exploration," International Journal of Public Health, Springer;Swiss School of Public Health (SSPH+), vol. 65(7), pages 1123-1132, September.
    2. Sarah E. Hill & Sharon Friel, 2020. "‘As Long as It Comes off as a Cigarette Ad, Not a Civil Rights Message’: Gender, Inequality and the Commercial Determinants of Health," IJERPH, MDPI, vol. 17(21), pages 1-19, October.

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