Over the last few years, there has been considerable growth in sales and consumption of alcohol in India. The sales figures estimated for the future also shows a tremendous growth. Indian youth have started consuming alcohol at a very young age. In India, direct advertising of alcoholic beverages is banned. Hence companies try to gain market share using surrogate advertisements and other promotional activities. In this paper i have tried to analyse how loyalty marketing and communication is impacting alcohol consumption in India. This book should enable readers to understand the various marketing methods used by the industries and also how the youth are being introduced to alcohol consumption. This book should give a clear insight into loyalty marketing, customer loyalty, phases of loyalty and statistical data based on gender addressing various factors related to alcohol consumption.