This revised publication is written for anyone who wants to learn more about the strategies that the alcohol industry applies worldwide, nationally and locally to improve their position and image. Practice has shown that this information can be of great value to professionals, politicians and other interested persons who are confronted for the first time with interventions from the alcohol industry in their work.

The seven messages of the industry that are illuminated through examples from various countries are:

1. Consuming alcohol is normal, social and enjoyed as part of a balanced lifestyle
2. Alcohol problems are caused by a small group of people who have other problems and therefore cannot handle alcohol
3. Responsible alcohol consumption is part of a healthy lifestyle
4. Alcohol advertising does not lead to an increase in alcohol consumption                                                                      
5. Information and education about responsible use is the best method to protect society from alcohol problems
6. Alcohol-free and low-alcohol beverages can play a role in reducing harmful drinking                                        
7. Alcohol problems can only be solved when all parties work together.