In their Marketing Restrictions 2021report, London‐based marketing consultancy Brand Finance suggest that the global spirits sector risks losing up to US$168 billion (or about N$ 2.5 trillion) if marketing restrictions are generally imposed on the alcohol category, saying that “severe marketing restrictions are catastrophic, not only for brands, but for all stakeholders, from consumers and society to investors and governments”. Other studies, including one conducted in Poland, where up to 55% of consumption is supplied by the so-called ‘black market’, reveals that marketing bans on the alcohol industry only serves to further fuel the sale of non‐official spirits, which are often not just illegal, but do not meet basic product standards.