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ECONOMIC LIBERALIZATION, SOCIAL CHANGE AND CHANGES IN DRINKING PATTERNS

 

The local alcohol industry, quick to seize on this emerging market, has introduced new products such as flavored alcoholic products and soft, to recruit non-drinkers, mainly targeting women and men. Industry bypasses ban on advertising by the substitution of advertising, and the purpose of advertising of alcohol (substitution and point of purchase) changed voluptuous pin-ups (targeting the traditional market middle-aged male consumers) to lifestyle advertisements promoting the connection with the good times, clearly targeting women and youth.

 

Multi-national companies on beverage consumption redeployment shrinking markets in the developed world have identified India, with its growing base of consumers, vast untapped markets and commitments to the World Trade Organization to reduce quantitative restrictions on imports of alcohol, as one of the most attractive markets to investment. Recently, commercial paper reported a series of local drinks company’s redemptions by multi-national companies. State revenue objectives governments disagree with their health and well-being is as they push sales by imposing additional allowances each year on production and sales.

 

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