A Global Alcohol Industry

5092 Words21 Pages


The global alcohol industry: an overview
David H. Jernigan
Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD, USA

ABSTRACT Aims To describe the globalized sector of the alcoholic beverage industry, including its size, principal actors and activities. Methods Market research firms and business journalism are the primary sources for information about the global alcohol industry, and are used to profile the size and membership of the three main industry sectors of beer, distilled spirits and wine. Findings Branded alcoholic beverages are approximately 38% of recorded alcohol consumption world-wide. Producers of these beverages tend to
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Headquarters Belgium UK USA Netherlands Denmark UK China Mexico USA Russia

1979/80 * 4.7% (2-Miller) 0.9% (17-SAB) 6.5% (1) 2.8% (4) 3.1% (3) * * 1.3% (12) * * 28.0%

2006 13.9% (1) 11.8% (2) 11.5% 8.3% 4.5% 3.6% 3.3% 3.1% 3.1% 2.9% 66.0% (3) (4) (5) (6) (7) (8) (9) (10)

There is also growing integration across products. In particular, wine marketers are being bought up by other sectors of the industry, at the same time that wine is beginning to catch up in the development of global brand identities and distribution systems. As a California wine consultant recently remarked, ‘The wine business is no longer a production-driven business as it has been traditionally; it’s fast becoming a marketing-driven business’ [2]. Among the 10 largest global wine marketers, at least three have significant holdings in beer and/or spirits. The world’s largest wine maker, US-based Constellation Brands, also markets both beer and spirits. Globally, informal or ‘unrecorded’ production, trade and sale of alcohol is substantial, amounting to at least two-thirds of alcohol consumption in the Indian subcontinent, approximately half of consumption in Africa and a third of consumption in Eastern Europe and Latin America [3]. According to the alcohol industry-funded
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