The effect of price and income has the sign that we expected. Average price of alcoholic beverage has a significantly negative effect on the amount of retail trade. However, income has a significantly positive effect on the amount of alcoholic beverage sales. The relationship between the price and income factors from our study is similar to other previous studies, e.g. Selvanathan (1991), Clements and Selvanathan (1991), and Yen (1994). In addition, the number of alcoholic beverage sales in the previous period also has a positive effect on the current amount of sales too.