Socially Responsible Marketing of Alcoholic Companies: European Practice

Abstract

The paper analyzes the specifics of the producers of alcoholic beverages in terms of their social responsibility, as well as the realization of alcoholic beverages through the tools of socially responsible marketing. Based on the analysis of the practice of the leading European producers of alcoholic beverages an integrated structure of socially responsible marketing has been formulated for the promotion of the products on the market for enterprises of this given field of economics.