Global Alcohol Industry Marketing Expenditure: Company-Level Data and Worldwide Estimate

This dataset documents the marketing expenditure of 15 of the world's largest alcohol producers, drawn from their audited annual reports and regulatory filings (mostly fiscal year 2024). Together these companies disclosed approximately USD 27.3 billion in marketing spend against USD 267.9 billion in net revenue – a marketing-to-revenue ratio of about 10%. From this documented base, the dataset extrapolates an estimated US$ 55 billion in annual marketing expenditure across the global alcohol industry. It includes company-level figures with the exact line-item label and fiscal year for each source, the global extrapolation with its sensitivity analysis and cross-checks, and full methodology notes.Version 2 (September 2026): corrects the reported US Federal Trade Commission expenditure shares, restates the Zenith advertising figures with their coverage and years, aligns the sample revenue total with the company data, and updates the reference to the accompanying manuscript.