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Synopsis The alcohol industry is almost like the pharmaceutical industry… as long as there are people on this planet, the demand can never fall. However, this industry is one that needs to operate under a lot of regulations. Alcohol is also associated with many deep-rooted health and social problems. All this and more make the challenges faced by organizations very stark. The relationship between beverage alcohol and public health has been studied extensively for more than a century, and continues to be of interest to governments, public health professionals, the public at large, as well as a central issue for the beverage alcohol industry. Indeed, over the past two decades, major international beverage alcohol producers have taken a broader look at the way they respond to alcohol issues. With attention to corporate social responsibility, they actively incorporate concern for health-related aspects of alcohol consumption and social issues, such as under-age drinking and alcohol-impaired driving, into their operations and dialogue with stakeholders. One major concern of this industry is under-age drinking and its related social impact. The introduction to alcohol brands starts young for Gen Y. They are exposed to it through all kinds of media, as well as older friends and siblings. Holding some of the most exciting promotions and highly criticized tactics, alcohol maintains an allure of mystique. Yet the public as a whole is drawing its boundaries. This book deals with various aspects of the alcoholic beverage industry such as marketing, advertising, packaging, regulations, and, most importantly, the related social issues of the industry worldwide. In spite of an ever-increasing growth in the alcohol industry, it has its own set of unique problems. The effect that this industry has on alcohol over-consumption (and related health issues) remains a complex social dilemma. The objective of this book is to throw light on the marketing and social challenges faced by the alcohol industry worldwide.