Falling sales, rising health consciousness, and growing awareness of alcohol’s harms are exposing deep flaws in Big Alcohol’s business model – dependent on heavy and high-risk alcohol use for large parts of profits. Multinational alcohol industry giants such as Diageo and Pernod Ricard are facing sharp profit declines, investor backlash, and eroding market confidence as consumers increasingly turn away from alcohol.
The alcohol industry responds to this crisis with aggressive marketing, lobbying, and expansion into developing countries with fewer alcohol policy protections for people and communities.
These trends reveal not resilience but vulnerability, creating a critical moment for policymakers to accelerate evidence-based alcohol policy action and protect people’s health.
