The study just published in the influential Lancet Medical Journal is calling upon governments around the world to deter all consumption of a brisk seller in many economies. Yes, all.
Directly, the product is big business.
Indirectly, it is embedded in other businesses, ranging from hospitality to advertising.
Here is coverage by NBC News.
So, we can anticipate quite a battle taking place inside the beltway.
The lobbyists have probably anticipated the release of this study and are already busy bees.
How far will the federal government be allowed to go in discouraging alcohol use?
In addition, organizations will likely find it necessary to create a policy that expense accounts will not cover any consumption of alcohol, not by employees and not by customers/clients.
And, of course, parents will have the added burden of socializing their offspring that alcohol is among the no-nos. Groan. The list gets longer and longer.
The research published in the Lancelot Medical Journal is based on reviewing about 1,000 studies. It concluded that even low amounts of alcohol consumption can be a real hazard to health. Therefore, blown up is the myth that light use is medically beneficial. Or, that moderate drinking is okay.
Currently, alcohol is associated with 2.8 million deaths annually worldwide from cancer, heart disease, drunk driving, and TB. Use in a male's youth can later trigger prostate cancer.
Some might smirk. Yeah, Prohibition had been tried before. All it accomplished was creating an underground industry producing illegal and therefore unregulated sources of alcohol. People went blind. People died.
However, a cool public education campaign, with the right influencers, could have reach.
After all, few anticipated that smoking cigarettes would take on a stigma. And that it has.
Another successful public health campaign has been wellness, especially for the aging.
But those of us who grew up understanding the connecting power of the "Cheers" ethos wonder what will replace the neighborhood bar. Alternates like ice cream socials seem so duh.
How can single people dare approach each other another without a few glasses of beer or wine?
And the SuperBowl will never be the same stone sober.
A regulatory, business, and cultural earthquake could be coming to Washington D.C. And it could make an impeachment seem like a side show.
Contact Jane Genova for an appointment firstname.lastname@example.org.