Combating illicit alcohol
We seek to understand local market issues in order to contribute in a meaningful way to the wider debate on alcohol abuse. In Peru, Backus has been working with the government and other stakeholders to tackle the issue of illicit alcohol which represents up to 30% of the market, posing significant health risks to consumers and reducing government revenue.
Backus commissioned research into the causes of alcohol abuse and found it was part of a broad picture of social deprivation. The study also showed how producing branded products for low-income consumers can present a positive alternative to drinking unsafe, illicit alcohol. In response, Backus worked with medical professionals and policy-makers to run a communications campaign and make recommendations about regulating the trade more effectively. This led to changes in the law making it illegal to produce or sell unlicensed alcohol.