In conclusion, the research was conducted at EABL as a case stud
y and it established that the
ADCA, 2010 has affected all the promotional activities executed by the companies in the
alcoholic drinks industry. Promotions should not increase alcohol consumption for the consumer.
It further concludes that sales promotion
is
affected by the ADCA, 2010 and do not necessarily
increase the volume sales for the brands but more of enlightening the consumer on the features
and benefits for the brands equity and this can increase consumer conversion from competitor
brands
. The stu
dy also concludes that only a vibrant brand campaign by all the players
in so
as to
get more consumers adopt their
brands and
innovating alcoholic drinks which are affordable and
easily accessible to the low end consumer
may increase the market niche for t
hese companies
and reach more consumers especially those that drink illicit brews because of the price
advantage.