Hill views the alcohol industrys CSR as a public Hill L: The alcohol industry.

International Encyclopedia
relations strategy which may serve to promote the global of Public Health. Edited by: Heggenhougen K, Quah S.
marketing of alcohol rather than addressing the health 2008, San Diego: Academic, 125-135.
impact and risks inherent in alcoholic products.
Alcohol industrys CSR engagement is not only a Baumberg B: How will alcohol sales in the UK be
mechanism for the preservation of corporate interests but affected if drinkers follow government guidelines?.
a platform through which members of the industry seek to Alcohol Alcoholism. 2009, 44 (5): 523-528. 10.1093/
invalidate a broader public health perspective on alcalc/agp053.
problems associated with alcohol consumption and
influence the public and policy makers.
At the centre of the responsible drinking initiative is the Alcohol Justice: How big alcohol abuses drink
promotion of a core idea built on the alcohol industrys responsibly to market its products. 2012, react-text: 92
corporate interest: the value of personal responsibility. http://alcoholjustice.org/.../DrinkResponsiblyFinal.pdf /
react-text .
Responsibility towards society and environment has been Heal, G. M. (2008). When principles pay: corporate
a concern of business owners since long time before; social responsibility and the bottom line: Columbia
comparing counterparts in each industry, mostly the Business School Publishing.
corporations with honorable business practices achieved
higher success (Heal, 2008).
The key environmental consideration of the bottling, http://csr-asia.com/csr-asia-weekly-news-detail.php?
brewing and beverage industries is to be less dependent id=12054
on finite resources such as fresh water, fossil fuels and
other natural raw ingredients. But water issues form the
predominant focus of the report, which makes sense as
water is the primary resource for the industry. The
beverage industry is particularly exposed to water risk
because a) it is dependent on large quantities of water for
production and b) a large proportion of this water needs
to be very high quality for production. So in all, the
portion of water available to these companies is limited.
Other environmental issues to be aware of are associated
with the transport of goods, from manufacturing plants to
distribution centres, wholesaler locations and beyond.
Considerations around sustainable packaging and
minimising waste are also increasing in concern as
consumer perceptions develop in certain markets.
Although sustainable packaging is not yet a primary
motivator of purchases, it is increasingly expected by
consumers, particularly in western markets.
The report finds that leaders on water performance and
transparency tend to be those companies linked or owned
by a large multinational company. In these cases,
subsidiaries often rely on the reporting structure of the
global website and global sustainability report.

Companies invest in CSR to address social demands; in
an attempt to be accountable to groups beyond their
shareholders, they accept ethical obligations to society at
large.
Cause marketing is a variation of CSR that links the
marketer to a specific social benefit, often a community
initiative or organization that benefits from the sale of a
product or brand.
Garriga E, Mel D (2004) Corporate Social
Responsibility Theories: Mapping the Territory. J Bus
Ethics 53(12): 5171.
Smith SM, Alcorn DS (1991) Cause marketing: a new
direction in the marketing of corporate responsibility.
Journal of Consumer Marketing 8(3): 1935.