Table 3 Description and frequency of sub-themes

Responsible corporate citizens

CSR

Presenting the alcohol industry as contributing to the betterment of society, beyond producing alcohol.

333

23.04%

Personal responsibility

Alcohol as a policy problem

CSR

Policy solutions

Stressing the importance of individuals’ drinking habits and behaviours in understanding alcohol-related harms.

201

13.91%

Sustainability-related CSR

CSR

Highlighting specific CSR initiatives that focus on sustainability and/or environmentalism.

169

11.7%

COVID-19 as an opportunity for CSR

CSR

Highlighting the alcohol industry’s financial support for responding to COVID-19.

151

10.45%

Coalition-building with farmers

Alcohol policy actors

Describing efforts to support and promote the economic interests of farmers in Uganda.

115

7.96%

Strategic CSR

CSR

Seizing domestic and global developments as opportunities to highlight CSR credentials.

89

6.16%

Illicit trade

Alcohol as a policy problem

Focusing on illicit trade in Uganda as a priority for reducing alcohol-related harm.

88

6.09%

Contribution of the industry to the economy

Alcohol policy actors

CSR

Focusing on the importance of the alcohol industry to the economic health of Uganda.

88

6.09%

Partnerships with the Uganda government

Alcohol policy actors

Stressing the close working relationship between the alcohol industry and different parts of the Ugandan government.

82

5.67%

Lobbying government officials

Alcohol policy actors

Identifying key interactions between alcohol industry actors and government officials in the context of Ugandan alcohol policy.

57

3.94%

Harmful drinking

Policy problem

Describing a specific pattern of alcohol consumption in which individuals are more likely to experience harm.

37

2.56%

Drink driving

Policy problem

CSR

Identifying drink driving as a pressing alcohol-related issue to address.

35

2.42%

Total

1445

100%