The article provides the overview marketing solutions for alcohol industry. This is one of the industries in food and beverage category, is constantly growing at the same time with tightening of regulations which aimined at preventing of alcohol consumption. The Phenomenal industry growth in the context of fierce regulations worldwide, to less investigated companies’ behaviour in such context and recent regulations for this industry led to a research question - how to apply new marketing concepts in such complicated and restricted industries as alcoholic beverage industry? According to this, the aim of research is to provide suggestions for marketing improvement of alcoholic beverage companies with special focus on Lithuanian market. Research is based on contribution of scientific literature, and analysis of conducted empirical research.