Northern Ireland has a serious problem with alcohol. It is estimated that 72% of adults in Northern Ireland drink alcohol at some level and at some stage in their lives. Current recommendations state that drinking 4 or more units of alcohol a day for males and 3 or more units a day for females increases alcohol related-health risks, and it is estimated that eighty-one per cent of those who do drink in the region exceed their recommended daily limits4 and the proportion of adults in Northern Ireland who drink in excess of their daily recommended limits in any given week is higher than in England, Scotland or Wales.