Alcohol marketing and brand identity are significant determinants of sales. Consequently, the alcohol beverage industry focuses on alcohol marketing. EUCAM provides summaries of scientific accounts which examine the alcohol beverage industry and its relationship with alcohol marketing.

Academics:

Lopes, T. da Silva (2007). Global Brands: The Evolution of Multinational in Alcoholic Beverages. Cambridge University Press.

Munro, G. & De Wever, J. (2008). Alcohol Marketing and Public Health. Drug and Alcohol Review, 27, 204-211.