The prevailing neo-prohibitionist approach to reducing alcohol problems is generally ineffective, often counter-productive, and is doomed to failure. This work is to promote an effective alternative strategy to reducing the incidence of alcohol problems. The thesis is that a socio-cultural approach would be effective, and therefore, that public policy should promote this approach. This work is expected to be controversial, and is hoped to form a pattern for reorientation of the current approach to alcohol abuse. Professionals in drug abuse education and treatment along with public policy makers and students in appropriate courses should be interested in the work.