Subject(s)
Humans , Alcohol Drinking/epidemiology , /epidemiology , Public Health , Advertising , Alcohol Drinking/economics , Alcohol Drinking/legislation & jurisprudence , Alcoholism/economics , Alcoholism/epidemiology , Alcoholism/prevention & control , Americas/epidemiology , Cost of Illness , /drug therapy , /economics , /etiology , /prevention & control , Drug Interactions , Ethanol/pharmacokinetics , Hispanic or Latino/statistics & numerical data , Hypoglycemic Agents/pharmacokinetics , Hypoglycemic Agents/therapeutic use , Incidence , TemperanceABSTRACT
The overall per capita consumption of alcohol in the African continent remains low though rates in some countries are among the highest in the world. Africa; therefore; is one of several untapped markets in the world that have attracted attention from the alcohol industry in recent times. This paper reviews the prospects for global alcohol companies in the continent; examining the value of the African market to the industry as well as a range of political; social and economic factors which are associated with the growth of the market for commercial alcoholic beverages. To highlight and illustrate the activities of the industry; two case studies are presented focusing on marketing and promotional activities of key industry players in South Africa and Nigeria. The paper concludes with a call to African governments and the alcohol industry to become more aware of the public health and social dangers posed by alcohol consumption and to respond through prevention efforts aimed at limiting the exposure of young people to alcohol advertising and promotion