This briefly presents a new chapter for the revised Alcohol, No Ordinary Commodity which focuses on the global alcohol industry. Since the late 1990s there has been rapid global consolidation of the ownership of alcohol production. A review of 24 global companies identified a set of key strategies. Most notable is the way top companies, based in the EU, US and Japan, are buying their way into ‘emerging markets’ for alcohol in developing countries, and marketing global and local brands together. Industry change is qualitative as well as quantitative in that these alcohol companies are marketing-driven. Global profitability provides unprecedented resources for alcohol marketing and also for policy influence.