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Alcohol industry was often considered to be a subject of wretched criticism owing to manifold social and public health issues entangling it. Conversely, corporate social responsibility (CSR) became sort of synonymous to any industry's existence in an exceedingly competitive business landscape. While the other industries might find it way easier to gain a promising horizon with their CSR initiatives, the fate of alcohol industry was not quite considered to be the same. The main reason behind this was the alcohol industry's alleged linkage with manifold social and public health challenges facing the mankind. However, such challenges could hardly hold the alcohol industry back as far as CSR was concerned. In many a case, analysts came forth to acknowledge the alcohol industry's contribution towards addressing pertinent social causes. In the interim, however, the industry also had to face vehement criticism and challenge to bring home its claim that the CSR initiatives of alcohol companies were indeed genuine concerns rather than any eyewash. Despite this enduring tussle, some alcohol giants came all out to woo CSR and some even went on to reap benefit by synergising CSR with their growth strategies. At such a juncture, it remained to be seen whether the alcohol industry would ultimately subdue all criticisms to establish CSR as a real concern.