Modification of promotion and pricing seem to make sense to me. Education is important but for many people in the developed world their exposure to liquor ads

Modification of promotion and pricing seem to make sense to me. Education is important but for many people in the developed world their exposure to liquor ads on TV is a lot more prevalent than their exposure to education. You're fighting a losing battle if you're competing directly with the messages of liquor companies (same thing in tobacco industry). As for pricing, in many countries including the US with their new insurance system the cost of healthcare is being shared across large groups. In Canada we tax liquor at a rate of about 130% and feed much of that revenue directly into our healthcare system. This way the more you drink the more you contribute to your future expense to the healthcare system.