Expanding Harm – How the Alcohol Industry Targets Emerging Economies

Big Alcohol’s relentless push for expansion is focused on so-called “developing markets” – a term the industry uses to describe countries where they see opportunities for massive growth. As alcohol consumption declines in many high-income countries due to increased public awareness and more effective alcohol policies, multinational alcohol corporations are shifting their efforts to regions with weaker regulations and younger populations.

A recent alcohol industry report highlights India, China, Brazil, Mexico, South Africa, Vietnam, and Nigeria as the key targets for future growth. These countries are home to rapidly growing middle classes, youthful demographics, and, in many cases, regulatory environments that are easier to influence. The alcohol industry sees these factors as an opportunity to push their products aggressively, with little regard for the long-term public health and social consequences.

This strategy is not new. When faced with declining sales in wealthier markets, Big Alcohol finds ways to expand into regions where regulations are weaker, awareness of alcohol harm is lower, and governments can be pressured or persuaded to delay or weaken public health policies. In countries like South Africa and India, industry lobbying has repeatedly stalled or weakened attempts to implement evidence-based alcohol policies such as higher taxes, marketing restrictions, and limits on availability. Meanwhile, in Mexico and Brazil, alcohol companies have poured money into aggressive marketing campaigns aimed at younger consumers, while in Vietnam and Nigeria, multinational alcohol corporations are rapidly expanding production and distribution networks.

The consequences of this strategy are clear. In these countries, rising alcohol consumption leads to increased rates of alcohol-related harm, from road traffic injuries and violence to long-term health issues like liver disease and cancer. Yet, rather than addressing these harms, alcohol companies deflect responsibility by funding so-called “responsible drinking” campaigns, positioning themselves as partners in harm reduction while continuing to aggressively market their products.

For advocates and policymakers, the industry’s focus on “developing markets” should serve as a warning. The same strategies that have driven alcohol harm in wealthier nations are now being deployed in countries where health systems may be less equipped to handle the fallout. This is why strong, evidence-based policies – such as taxation, common-sense advertising limitations, and limits on availability – are crucial. Without them, Big Alcohol will continue to exploit these markets for profit, leaving communities to bear the cost.

Source:
https://www.thedrinksbusiness.com/2025/02/which-alcohol-markets-are-the-growth-drivers-of-tomorrow/

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