Marketing solutions in regulated business environment: alcohol industry case

Abstract

The article provides the overview of the marketing solutions for one of the less explored industries in food and beverage category –an alcohol industry. The phenomenal industry growth in the context of fierce regulations and restrictions worldwide, anti-consumption campaigns by governments and public bodies and at the same time almost absent research of companies’ behaviour in such context led to a research question - how new marketing concepts are applied in such complicated and restricted industries as alcoholic beverage industry? According to this, the aim of research is to analyse marketing solutions of companies in this sector with special focus on Lithuanian market. The research is based on an overview of scientific literature, and results of conducted empirical research.