The purpose of this study is to understand the use of marketing communication with the aim of increasing or at least maintaining the profits for the companies operating in the French alcohol market. To fulfil this purpose, the study answered to these following two research questions: How do the alcohol companies deal with the growing decline in sales in a regulated legislation framework? How do alcohol companies adapt their marketing communications? A theoretical model has been developed, including the ways to increase a company's profits thanks to the use of marketing communication then the distinction of the different ways to attract individuals to consume through relational and economic values. It proposed that many ways could be used to attract more individuals and increase the sales, such as advertising, sponsorship and sales promotion. In addition, Public Relations (PR), direct marketing and word of mouth have been identified as impactful tools in order to build a successful relationship with the customer. With the aim of fulfilling the purpose of this study, qualitative research has been performed with two interviews and two observational studies targeting the same companies. The companies observed operate both of them in the French alcohol Market. The results for the research demonstrate that to deal successfully with the growing decline in sales volume within a regulated alcohol market as in France, the companies need to innovate and reinvent the offer. More specifically the taste, the product aesthetics and product format. Moreover, we observed that in order to ensure sales over the long term, the companies must first and foremost build an adapted relationship with the customer and its specific features.