Abstract
The word "alcohol" derives from Arabic al-kuhul and is applied to the many members of the family of alcohols. Beverage alcohol has a well-established place in the global economy. The industry is usually defined in terms of a value chain centered on the actual production of the alcoholic beverages. The significant economic activities involved in the production and distribution of beer, wine and spirits generate considerable employment and provide an important source of tax revenue for many governments. The relationship between beverage alcohol and public health has been studied extensively for more than a century, and continues to be of interest to governments, public health professionals, the public at large, as well as a central issue for the beverage alcohol industry. In this globalized context, how has an intensive marketing policy contributed to the success of the Pernod Ricard group? What are the major marketing strategies differences between the three selected countries (Spain, U.S, and China)?
