Marketing Alcoholic Beverages

This course focuses on the advertising, labelling, promotion and merchandising of alcohol beverages in Canada and globally. The marketing of alcohol beverages is regulated by law across all Canadian and to some degree most international jurisdictions. In addition there are typically producers/ industry standards or codes of conduct that provide for some level of self-regulation above and beyond the statutory minimums. Within these constraints, strategies for the effective marketing of beverage alcohol are evaluated. Significant differences across the various Canadian and key international jurisdictions are highlighted.